Infame Wine
A wine for authentic souls.
A wine for authentic souls.
Context
Context
Infame burst onto the Chilean wine scene with a bold spirit that challenges the historical solemnity of the industry. The brand offers a wine that is close to street culture, targeting independent young people who seek authenticity over formal rituals. Its narrative of freedom connects with consumers who desire an inclusive and expressive product, far from the elitist symbolism that typically accompanies premium wine.
This positioning generated a fervent community on social networks; however, restricted distribution prevented the public from accessing the product. The digital enthusiasm contrasted with the scarcity on shelves and in restaurants, putting the promise of rebellion at risk of being diluted. Bridging the gap between desire and availability proved crucial to capitalize on the cultural momentum and establish Infame as a reference for its generation.
Infame burst onto the Chilean wine scene with a bold spirit that challenges the historical solemnity of the industry. The brand offers a wine that is close to street culture, targeting independent young people who seek authenticity over formal rituals. Its narrative of freedom connects with consumers who desire an inclusive and expressive product, far from the elitist symbolism that typically accompanies premium wine.
This positioning generated a fervent community on social networks; however, restricted distribution prevented the public from accessing the product. The digital enthusiasm contrasted with the scarcity on shelves and in restaurants, putting the promise of rebellion at risk of being diluted. Bridging the gap between desire and availability proved crucial to capitalize on the cultural momentum and establish Infame as a reference for its generation.
Infame burst onto the Chilean wine scene with a bold spirit that challenges the historical solemnity of the industry. The brand offers a wine that is close to street culture, targeting independent young people who seek authenticity over formal rituals. Its narrative of freedom connects with consumers who desire an inclusive and expressive product, far from the elitist symbolism that typically accompanies premium wine.
This positioning generated a fervent community on social networks; however, restricted distribution prevented the public from accessing the product. The digital enthusiasm contrasted with the scarcity on shelves and in restaurants, putting the promise of rebellion at risk of being diluted. Bridging the gap between desire and availability proved crucial to capitalize on the cultural momentum and establish Infame as a reference for its generation.
Our cultural context research revealed that the category equates quality with lineage and status. This dogma sidelines those who value genuine connection over showiness. Infame stands out precisely because it celebrates spontaneity and enjoyment without credentials, a trait that aligns with the combined personality of an Enneagram 8 + 7: bold frankness and adventurous enthusiasm. It’s a wine that invites you to enjoy it even in a glass rather than traditional wine glasses.
Diving deeper into conversations showed us that people wish to belong to a group that accepts them as they are. Infame offers that symbolic refuge and turns the act of drinking wine into an identity affirmation. Understanding that the brand inspires a lifestyle—more than just selling bottles—allowed us to redefine its proposition as a cultural movement with the potential to transform even its supply chain.
Our cultural context research revealed that the category equates quality with lineage and status. This dogma sidelines those who value genuine connection over showiness. Infame stands out precisely because it celebrates spontaneity and enjoyment without credentials, a trait that aligns with the combined personality of an Enneagram 8 + 7: bold frankness and adventurous enthusiasm. It’s a wine that invites you to enjoy it even in a glass rather than traditional wine glasses.
Diving deeper into conversations showed us that people wish to belong to a group that accepts them as they are. Infame offers that symbolic refuge and turns the act of drinking wine into an identity affirmation. Understanding that the brand inspires a lifestyle—more than just selling bottles—allowed us to redefine its proposition as a cultural movement with the potential to transform even its supply chain.
Our cultural context research revealed that the category equates quality with lineage and status. This dogma sidelines those who value genuine connection over showiness. Infame stands out precisely because it celebrates spontaneity and enjoyment without credentials, a trait that aligns with the combined personality of an Enneagram 8 + 7: bold frankness and adventurous enthusiasm. It’s a wine that invites you to enjoy it even in a glass rather than traditional wine glasses.
Diving deeper into conversations showed us that people wish to belong to a group that accepts them as they are. Infame offers that symbolic refuge and turns the act of drinking wine into an identity affirmation. Understanding that the brand inspires a lifestyle—more than just selling bottles—allowed us to redefine its proposition as a cultural movement with the potential to transform even its supply chain.
Quick Overview
Quick Overview
Disrupt
REAL reshaped communication based on the idea that “Infamous is a way of seeing life”. The brand is described as a shared attitude that invites self-expression, articulating its differentiation and guiding every business decision.
To embody this essence, a direct and daring tone was established that celebrates personal stories over enological technicalities. Simultaneously, the visual identity adopted an even more eccentric, outspoken, and extravagant tone.
The same principle guided the commercial solution: their own online store was propelled, bringing them closer to their audience through cultural partnerships and a network of local ambassadors, resources consistent with Infamous's insurgent spirit and capable of expanding their community without intermediaries and distribution dependencies.
REAL reshaped communication based on the idea that “Infamous is a way of seeing life”. The brand is described as a shared attitude that invites self-expression, articulating its differentiation and guiding every business decision.
To embody this essence, a direct and daring tone was established that celebrates personal stories over enological technicalities. Simultaneously, the visual identity adopted an even more eccentric, outspoken, and extravagant tone.
The same principle guided the commercial solution: their own online store was propelled, bringing them closer to their audience through cultural partnerships and a network of local ambassadors, resources consistent with Infamous's insurgent spirit and capable of expanding their community without intermediaries and distribution dependencies.
REAL reshaped communication based on the idea that “Infamous is a way of seeing life”. The brand is described as a shared attitude that invites self-expression, articulating its differentiation and guiding every business decision.
To embody this essence, a direct and daring tone was established that celebrates personal stories over enological technicalities. Simultaneously, the visual identity adopted an even more eccentric, outspoken, and extravagant tone.
The same principle guided the commercial solution: their own online store was propelled, bringing them closer to their audience through cultural partnerships and a network of local ambassadors, resources consistent with Infamous's insurgent spirit and capable of expanding their community without intermediaries and distribution dependencies.
Reach
Web Design
Web Development
Stack Consolidation
Online Store
Content
Profile
Brands
Industry
Eats & Drinks
