From Vine to Flute - a ground-up brand refresh for an online alcohol retailer
The Champagne Company required a refresh of their brand to give them an advantage within the busy online retail marketplace. I ran a workshop to delve deeper into their current brand, drawing out elements which could help them to create an offering which appealed beyond their wide range of products, to a lifestyle audience who were searching for a retailer who were less stuffy than other premium alcohol suppliers.
Personas were also created, examining the different types of customers who may already know a lot about spirits, wines and champagnes, to the novice who is seeking non-condescending help and advice. This provided the backbone for creating the new, refreshed brand guidelines.
Collaborating with the Champagne team, I created a brand narrative and verbal and visual languages to enhance their proposition as a destination for all of these consumers - from complete novices to fine wine experts - to purchase products or gifts that make any exciting occasion even better. Art direction and copy suggestions reflected the brand's knowledge of their products, but with a hands-on focus on origin ('from vine to flute') to express their genuine dedication and passion for the product itself, not just the brand names.
An extensive Brand Bible was created, with art direction for imagery, tweaks to colours and the logo for a more welcoming, premium yet approachable feel, and full tone of voice guidelines.