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Brand Integrity Blog » Cuvee Inspiration 2009
5 Comments- Add comment | Back to Brand Integrity Home Written on 08-Jun-2009 by russell.volckmannThe Orígami Wine Book below describes how the agency's rebrand of Gélinas Winery resulted in selling out the entire annual wine production in only 24 days—and completely pre-sold production for the following year.
See also: other wine label brand strategy, positioning and creative—plus a small sample of experimental design work.
(A click on the 2nd-from-the-right icon will go full screen.)
Have a branding success you want to share? Let us know!
By the way, I am now working with Montréal's Orígami to help spearhead the San Francisco office. I am overjoyed to be working with a great team of very creative strategic thinkers.
Cheers!
Russell Volckmann
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written on 08-Jun-2009
Matt Daniels [http://www.mdaniels.com] says:
that's pretty awesome, but I wonder whether the results were incremental to prior wine sales...it's hard to believe that a simple redesign would change customer perceptions so drastically. Was there any other marketing going on? A good wine year perhaps?
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written on 08-Jun-2009
russell.volckmann says:
Matt, thanks so much for the comments...
More than just a redesign, this was a surgical repositioning in the marketplace that defined a unique space for that product & winery to thrive. Previously, the winery was competing in a similar brand space and needed to break away from the pack. The rebrand & new visual identity was only one part of the fruition of that positioning strategy.
Wines are highly competitive within the range of target markets, and wine distributors will not pick up a new winery/ label unless it is a clearly defined, and unique channel.written on 08-Jun-2009
julio.ferro says:
Cool and really useful! I'm working on a case pretty similar.
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written on 09-Jun-2009
Lupa says:
very nice!!! specially page number 23!!
congratulations russ!written on 09-Jun-2009
russell.volckmann says:
Hey thanks for sending the love from Argentina...
BTW, Argentinian wines are becoming a big deal in the world market. Donald Hess (Hess Collection in Napa, California) is now in Argentina starting up a new winery, Bodega Colomé...
http://www.bodegacolome.com/
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