Thoma, SaschaWittner, BenKatharina Virag CsaliBerlin International University of Applied Sciences2024-01-152025-11-282025-11-282023https://repository.berlin-international.de/handle/123456789/732AUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis explores the declining interest in wine among Gen Z and Millennials and examines how packaging design can make a difference in targeting these generations. Specifically, it analyses consumer behavior and tendencies of Gen Z. This helps to determine how visual language in packaging design can improve product perception for this consumer segment. It aims to cast light on the relationship between graphic design and wine marketing to examine how creative packaging motivates consumers to make purchase decisions. This helps to determine how visual language in packaging design can improve product perception and make wine more approachable. The findings in my thesis indicate that Gen Z is digitally savvy, socially conscious, and has a particular way of learning new information, which was crucial in order to determine the marketing strategy for future wine marketing. The study includes a BA project, in which augmented reality and motion graphics within label design and wine branding are exploredMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1 Introduction 1.1 Abstract 8 1.2 Topic Definition 9 1.3 Methodology 11 2 Gen Z as a Consumer and Their Behaviour 12 2.1 Generational Cohort Theory 13 2.2 Information Gap 16 2.3 Using Digital Tools to Reach New Consumers 18 3 Packaging and Labels 20 3.1 the Importance of Package Design 21 3.2 Creative Packaging and Consumer Motivation 23 3.3 Wine Labels - a Brief History 24 3.4 Informational Parameters for Back Labels 27 3.5 Contemporary Wine Labels: Case Studies 28 4 Project 37 5 Conclusion 47 6 Bibliography 48 6.1 List of Figures 52engConsumer BehaviorCreative PackagingDigital SavvyGen ZMillennialsPackaging DesignProduct PerceptionSocially ConsciousVisual LanguageWine MarketingThesis