Pure Glow Strategy
Pure Glow was conceptualised with a clear intent—to rethink what wine could be, who it could be for, and how it could overcome current category challenges. This wasn’t a wine intended for restaurant tables. It was created for a new wave of consumers—socially attuned, self-aware, and seeking drinks that fit seamlessly into their lifestyle.
Sitting at 9.5% ABV and made with natural marine collagen, Pure Glow was never going to follow the usual playbook. Instead, it entered the functional beverage space, straddling categories and challenging norms, and making no apologies for doing so. That meant the brand and its packaging required more than just an appealing aesthetic. It required a solid strategic foundation—one that understood its audience deeply and gave shape to something original, yet accessible.
Our strategic approach centred around calm consideration and avoiding the usual wine category cues. Whilst being mindful not to make any health claims about marine collagen, we knew our audience already had an understanding of its benefits through experience with other products. It was about connecting to the audience and cultivating a personality that spoke to them—not at them.
With our platform in place, the tone of voice and messaging emerged naturally. Simple, refined, aspirational—never forced nor verbose. We understood that Pure Glow would attract its intended audience naturally if we got the balance right. We didn’t need to shout or try to educate them.
Instead, we brought Pure Glow to meet its audience where and as we found them.
