Justin Prno — The Right Amount — Creative Direction, Naming, & Visual Identity

Government and individuals approaches to consuming alcohol have been changing over the past decade. To help wine consumers make informed decisions and assist in a healthy balanced lifestyle, Wine Growers Canada (WGC) embarked on the "The Right Amount" initiative.

Project Key Stats

15.5+ Million
impressions across Canada

200,000+
drink calculator uses

6 appearances
across national TV & radio

2+ minutes
average on site time

Background + Objectives

Recognizing that communications being put out regarding the varying alcohol content and pour sizes in wines was often policy rather than consumer focused, WGC aimed to help consumers make informed and responsible choices around alcohol consumption as part of Canada's National Alcohol Strategy.

Research + Strategy

WGC surveyed Canadians to gauge their knowledge about wine alcohol content and identify ways the wine industry could support informed choices. The majority struggled to accurately determine serving sizes in a typical bottle. Pairing this with the changing policy landscape around consuming any amount of alcohol, and a clear, consumer focused initiative was needed from the wine industry.

a middle eastern woman laying on her bed listening to music through headphones while holding a glass of wine

three people sitting down having a conversation. two are drinking wine, one is drinking water.

two black women standing in a kitchen, looking at each other smiling and clinking wine glasses together

Being a new initiative this project had a dual goal of raising awareness and building trust of the initiative itself while also supporting wine consumers in providing information, tools, and resources for them to create informed decisions around alcohol consumption. To support this, WGC initiated a comprehensive project where I was the Creative Director and developed the naming, visual identity, websites, a voluntary labeling system, and national advertising campaign.

Identity Design

Focusing on being informative and vibrant, the campaign aimed to serve as a friendly reminder about responsible wine consumption. This initiative was coined as "The Right Amount," intended to encourage individuals to find their own right amount, including, for some, no wine. The logo features a simple yet discernible mark—a glass with decreasing wine level, symbolizing the adjustment of pour for individual needs. Vibrant colours and a charming typeface set the campaign apart from typical social responsibility efforts.

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Implementation

The campaign materials, spanning consumer and industry websites, voluntary labeling, and a full PESO approach, were designed not only to present responsible consumption guidelines but also to build brand awareness.

A series of stills of social ads from The Right Amount campaign. The ads are shown in a grid.

As the main thrust of the implementation of the strategy, we launched a national digital advertising campaign. This campaign hit the full suite of social, search, digital display, and video aimed at Canadian wine consumers primarily but also those working in the industry and those in the political ecosystem interested in alcohol guidelines.

An example of a magazine ad for The Right Amount. it shows a couple out for dinner and a glass of wine on a patio with the headline being, Wine pairs best with moderation.

The RIght Amount neck tags for wine bottles. The headline says Wine pairs best with moderation and has a QR code that links back to The Right Amount website

Showcasing various styles of small sticker for winemakers to place on wine bottles to send people to the standard drink calculator webpage

Circular drink coasters promoting The Right Amount, they include a QR code that sends people to The Right Amount website

The campaign intended to hit the full funnel on social marketing: from building initial awareness of “The Right Amount”, down through to having consumers use the information and tools provided to make informed personal decisions on their wine consumption.

The consumer-focused website acts as the initiative's hub, offering resources, tools, and a standard drink calculator. The industry-focused site provides producers with campaign materials, including labels, digital shareables, posters, and messaging assets.

A series of screenshots of different pages of The Right Amount website. The pages are shown in a grid.

Outcomes

"The Right Amount" reached Canadians over 15,500,000 times through digital advertising, and the standard drink calculator was used nearly 200,000 times. Engaging wine influencers led to over 6 appearances on television and radio, showcasing the campaign nationwide. While a Canadian initiative “The Right Amount” has gained international recognition, hailed as an example of social responsibility and moderation within the wine industry.

The success of "The Right Amount" underscores the importance of informative and approachable campaigns in promoting responsible consumption. The initiative's versatility and adaptability for potential expansion beyond wine demonstrate its effectiveness in addressing a broader audience. As the campaign continues, its thoughtful branding and comprehensive approach contribute to its growing impact on responsible drinking awareness.

Visit The Right Amount