Uplifting brands use design to make their consumers smile, creating a more intimate dialogue and fostering greater brand loyality. For every bottle sold of Heavenly wine, five percent of the price is donated to the charity water aid. Turner Duckworth encapsulatedthis "wine into water" story in the "Drink Generously" branding - a witty message that avoids appearing too worthy
Reference:
Mark Hampshire, Keith Stephenson, DemoGraphics Packaging, Logos, Modena, 2007
