For my final year project and dissertation paper I decided to study the design of wine labels and how they can affect the purchase decision of a certain target group.

My target audience were Millennials, because they are the most important generation of today. They are in the spotlight of all marketing research and they are a target group no brand wants to avoid focusing on.

Moreover, I choose to focus my research on a local winery which is an established brand on the market and the specific, chosen wine line is within the target group's budget as i didn't want the price to affect the purchase decision.

Last but not least, the final artefact is a new, limited edition wine line that is specifically targeting Millennials. The design of the labels is based on a survey within the target group.