Context of the project
Gazela is a brand of the Sogrape Group, a global market leader in the green wine segment. From this starting point, Sogrape wanted to build a new crossover brand containing a range of wine varieties to attract a new target audience of consumers and identify new moments of consumption.
In this context, it entrusted Loop with the definition of a new brand (and sub-brand) category to achieve a more diverse target and moment of consumption.
Definition of new moments of wine consumption and capture of new targets with a crossover category of wine varieties tailored to the customer journey of each target.
Definition of the opportunity territory and structuring of the category, subcategories and SKUs by moment of consumption and target.