Wandering Wines
A collection discovered through adventure and inspired by the world
Not all brands that wander are lost. Find yourself!
Problem
Launching an alcohol-related business has many complications and risks, including developing a brand that will stand apart from the massive quantity of competition.
Challenges
Establish and introduce a four-part component wine business that encompasses private labeling, multiple retail brands, restaurant displays and merchandising, while ensuring they are profitable business units.
Solution
We initiated the brand system by creating a series of memorable identifiers for universal consumers to connect with. We then built a strategic brand communication and marketing platform program that can be seamlessly implemented into multiple verticals. This included constructing a unified design and digital language to help brand consistency. We were responsible for developing the social playbook to help engage with, and expand, an audience of wine lovers. Lastly, we created an ecosystem of resources to support their sales team, both internally and externally, for in-store promotional events, along with distribution and restaurants.
Wandering Wines is a collective of wide-eyed explorers, aimless adventurers and daring thrill-seekers whose boundless travels often guide them to the most beautiful and spectacular places in the world. From the regions and cultures that inspire them to the bottles and glasses that seek to capture their spirit, these wines are celebrated as an opportunity to share something sincerely genuine. A journey of perpetual discovery that has no limits! A moment to become lost in something both perfect and mysterious — yourself. These are the fruits of our experiences. These are Wandering Wines.
Digital Experience
Building a complete digital ecosystem with four separate business models takes a ton of strategy, planning and business acumen. The client set lofty goals for our team, including how retailers would order marketing assets in the future, consistent rollout of new product SKUs, the integration of end-user wine enthusiasts across the globe, and memorable back stories representing each specific brand. For Wandering Wines, the parent brand, we needed to develop a central hub that would intersect with the other business units in a smooth and clear manner.
Multiple Brands Working Together (HUB)
While producing a one-off product website is certainly a challenge, adding three additional business extensions takes it to a whole other level. Our business philosophy was to allow the main back story to take the visitor on an adventure, while explaining how each of the other sub-brands would fit systematically. The Wandering Wines brand needed to educate, captivate and share enough content for each category of the wine business to accept and nurture. Our creative team pulled out all the stops by utilizing some industry-style guides combined with rare ways to present the wine brands.
Story-Telling Platform
The entire brand platform was built around a remarkable journey of wine, travel and taste for wine lovers and connoisseurs across the globe. Our creative team wanted to develop various ways to ensure the website was engaging for all the various business units. What better way than to allow visitors to share their tales and adventures along their wine route of travel? Wine is, above all, about pleasure.
We also wanted to document the various attitudes, opinions and beliefs that visitors shared regarding their exciting holidays and celebrations. In summary, we believe that if you keep an open mind and take each wine on its own terms, there is a world of magic to discover.
If we’ve learned anything throughout our journeys, it’s that in order to truly find yourself, you must first lose yourself. Lost/Find is symbolic of a state of being, where one’s identity and location hang in the balance. In this moment, when the bottle is tilted and the glass is poured, you simultaneously lose and find yourself in good company and great spirits. Lost/Find. Discover what defines you.
Digital Style Guide For Consistency
Our brains require a certain level of consistency to feel as though pieces connect and are part of a whole. In the same way, digital brands need consistency in order to build trust, confidence and clarity from their audience. Since our goal is to always empower our clients, providing style guides for in-house marketing teams or potential freelance designers to understand the brand’s consistency is mandatory. We produce a guideline of documents to ensure the transformed brand feels the same across all uses, including packaging, clothing, sales materials, advertising and even vehicle design, among others.
To enjoy life’s peaks, we must travel through its valleys. At Peaks & Valleys, we believe that the best wine is made the same way life’s best moments are enjoyed — organically. From each grape that goes into every bottle to our recycled paper labels, we pay attention to the details that matter so you can enjoy these wines the way they were intended.
Can wine be a symbol for a way of life? Can grapes capture the ambition, determination and ferocity that so many of us seek to embody? Absolutely, and Keen Wines are here to prove it. Bottled for those with a desire to seek more than meets the eye, Keen is your opportunity to take everything you already love about wine and truly make it your own. Passionate, bubbly and enthusiastic, Keen is inspired by the people who enjoy it most. Your moment is here — pour a glass and drink it up. Be Brave. Be Bold. Be Keen.
Social Media / Outreach Support
As a start-up, using marketing dollars effectively was paramount for Wandering Wines. The social media component strategy involved a multi-prong approach. This would include a warm and inviting color theory, macro-photography of the product being consumed by a diverse clientele, inspirational messaging and, of course, the wine brands being enjoyed in various environments and outlets. Avatar layouts for the various popular platforms had to be distinctive from the other premium vineyards across the globe. Our team prepared a full array of campaign ad layouts, travel and beauty awareness components, social activation for charitable connections, celebration-of-life photography and calendar reminders.
