Challenge

Winemarket is an online by-the-case wine retailer who, for several years, had struggled to implement their brand strategy and gradually became totally disconnected from their visual identity and brand proposition. A rapidly declining customer base was symptomatic of the fragmentation that was occurring and was a barrier to new client acquisition.

STRATEGY

Utilising the pre-existing brand proposition, ‘Inside Deals’ to rebuild the identity to clearly communicate this throughout every level of the brand framework while appealing to a wider demographic. The historic core customer, the ‘Bargain Seeker’, was aged 45+ and male and for them there was little to no brand loyalty. To broaden appeal and deepen engagement, ‘Inside Deals’ was personified into ‘Inside Dealers’ who manifested as three distinct brand personas. These brand personas tie target market psychographics directly to Winemarket’s product offering.

The Knowledgeable Neighbour persona is “your Aussie wine industry champion” and is used to promote value-driven deals on local product. The Entertainer is '“your food, wine and social saviour” and is used for promoting occasion based products. The Bon Vivant is “your uber-knowledgeable, ahead of the curve wine insider” who helps customers navigate lesser known product brands or varietals. The brand personas were brought to life in segmented digital campaigns through differentiated colour ways as well the copy tone. The refreshed brand gave a strategic starting point with which to target and connect with audiences in digital channels they had previously been unable to.

output

New brand guidelines, replatformed website, marketing collateral templates for EDM, social and banner advertising.

PROJECT TEAM

Creative Strategy and Direction: Ashley King
Design: Claire Oljenick
Copy: Siri Williams

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