SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline 'Great Wines at (barely) legal prices', which guided the brand positioning, based entirely on the underground world.

The Prohibition Days served as a reference to the brand’s visual identity. Wine accessories such as bottle openers, wine glasses, aprons and thermal wrapping for wine bottles were disguised and put up for sale on the website. From the outside, they looked like other types of products, such as a bar of soap, a book, a light bulb or even a bottle of ketchup. They were just another way of saying that SmartBuy Wines sells wines at (barely) legal prices.

Because of the novel approach of the disguised wine accessories, the brand concept was fully understood and absorbed. They proved to be as eagerly anticipated and enjoyed as the wines sold by the brand.