Resistance Wine Co

You would think constructing the brand positioning would be a relatively easy endeavor in this instance. However, the typical Brand Archetype structure did not result in a cohesive foundation. Why? This brand was created by two founders who were polar opposites on the Brand Archetype wheel! We needed to construct the brand positioning independent of the founders personalities.The Resistance brand’s competitive advantage was it could attract an audience who wanted something different from the wine category. The audience searching for a brand that understands them, their sensibilities and provides a brand culture (and products) they can relate to and feel comfortable supporting. A culture not found in traditional wine circles.

Using out of category disruptive brands as inspiration, brands like Oatly and Rebel Kitchen, we landed on the Resistance brand being an “Enlightened Zagger”. Enlightened Zaggers deliberately go against the grip of the category norms. Every communication shows and tells the audience how they are different. And, the opportunity for the Enlightened Zagger is not just to embrace the opposite, but to create an alternative inspirational movement of its own.