The positioning of SCAVI & RAY Prosecco aims at the core target group of young urban women. To attract this target group the brand design inherits typical elements of an established fashion brand. Such as a fashion tag shaped label, a sleek typography, a reduced black & silver colour code and a specific ratio between brand name and variety.
Under the umbrella brand SCAVI & RAY the new line extensions Lambrusco and Moscato are offered for young openminded consumers. Due to the fashion positioning of the umbrella brand the packaging of SCAVI & RAY Lambrusco and Moscato quotes design elements from the pop culture.