First place winner in the Beverages category at the 2022 Israel Brand Awards. MINE is Israel’s first canned wine brand, offering a new kind of wine experience: light, fun, youthful, and social. Drinking wine doesn’t have to follow rigid traditional rules or remain a closed ritual for connoisseurs. With MINE, new traditions are created, and everyone is invited to join them.
The main challenge for MINE was to break that familiar image, educate the market, rebel against how things are “supposed” to be done, and ask how they could be done differently. In our culture, wine is associated with a specific set of values – conservative, traditional, ceremonial. Even those who don’t consider themselves wine experts know – wine must be drunk in a certain way, in the right glass, in the right season, with the right food. The brand strategy, developed both on the messaging level and supported by the design, speaks about making the wine experience more approachable and easygoing.
The name MINE works on two levels: On one hand, it resembles (visually and phonetically) the word wine. On the other hand, it embodies one of the brand’s leading values: sociability – “What’s MINE is yours!”
The goal of the branding was to surprise the category and break through to two different target audiences: those who already drink wine in the “traditional” way, and those who preferred alcoholic beverages previously considered more “light” or better suited to various social situations.
Made in collaboration with Studio ETC.
Illustrations: Darel Granoth
Photographs: Rotem Gridish
MINE is Israel’s first canned wine brand, offering a new kind of wine experience: light, fun, youthful, and social. Drinking wine doesn’t have to follow rigid traditional rules or remain a closed ritual for connoisseurs. With MINE, new traditions are created, and everyone is invited to join them.
The name MINE works on two levels: On one hand, it resembles (visually and phonetically) the word wine. On the other hand, it embodies one of the brand’s leading values: sociability – “What’s MINE is yours!”
The goal of the branding was to surprise the category and break through to two distinct target audiences:
those who already drink wine in the “traditional” way, and those who have so far preferred alcoholic beverages perceived as more “casual” or better suited to diverse social situations.
