Grab & Go

The Challenge: We were asked to create a private label specifically for Plaid Pantry, a much-loved convenience store chain in Oregon. The project seemed straightforward—until our Facets of a Brilliant Brand process uncovered a surprising truth that would reshape everything.

Facet 1: Who Are You?

Plaid Pantry isn’t just another convenience store. They’re woven into Oregon’s casual, outdoorsy culture—a place where environmentally conscious consumers grab everything from craft beer to hiking snacks. Their shelves pulse with the bold, vibrant energy of popular drinks and quick solutions for busy lives.

Facet 2: Intrinsic Brand Elements

The chain specifically requested bold colors to compete with energy drinks and colorful snack foods lining their shelves. This wasn’t about wine sophistication, it was about visibility and brand recognition in a crowded, fast-paced retail environment.

Facet 3: The Product

The wine would be moderately priced and packaged for convenience: 12 oz. cans for individual enjoyment, 1.5L and 3L bag-in-box formats perfect for Pacific Northwest’s adventures such as hiking skiing camping, backyard barbecues and tailgating.

Facet 4: Target Audience  (The Game Changer)

Here’s where the brand facets process struck gold. While wine consumption in general skews female, Plaid Pantry’s customers are predominantly male. These men aren’t necessarily wine enthusiasts—they are simply grabbing wine for others along with deli food and snacks.

This project perfectly demonstrates why the “Facets of a Brilliant Brand”
methodology takes us beyond surface assumptions. What began as a straightforward private label wine revealed the power of truly understanding your audience and their needs.

By uncovering that Plaid Pantry’s wine buyers were predominantly male non-enthusiasts, we transformed potential intimidation into confident decision making. Sometimes it means understanding that your customer is grabbing wine with their deli sandwich and trail mix, not planning a dinner party.

This project exemplifies how our faceting process consistently reveals the insights that separate successful brands from beautiful designs that miss the mark. If you dig deep enough, the most surprising discoveries often become competitive advantages.

Wine Business Monthly Pack Awards: Third Place, Alternative Packaging Category, 2025