Rebranding Logo Development Project Brief

Company profile
The Vineyard Wine Market (VWM) is a quality boutique wine store and Tasting Room (V2 Wine Room) that offers a distinct selection of fine wines at commercial pricing. The V2 Wine Room offers weekly tastings of unique wines from around the world. VWM is passionate about the art of winemaking and its consumption offering customers a truly memorable wine experience. Opened in Februrary 2006 by Anthony and Joseph Alvarez, VWM is committed to educating customers about wine while giving them the best taylor-made service possible.

Market Position/Competition
VWM is a small boutique wine shop that is able to compete with grocery store chains, liquor stores, and other wine specialty stores by offering customers superior service and education in a beautiful, unique, "wine country" setting. Because VWM is located in a transient part of Atlanta, brand recognition and advertising can be difficult. Word-of-mouth and email are the best ways to reach new customers.

Target Market/Demographics
75% female, although large buyers tend to be male.
30 -55 age range.
Moderate income with some discretionary income.
Most customers live within 1-5 miles of the store.
Upwards of 40% of customers are educated about wine. This figure is somewhat substantial when considering people who purchase wine from grocery or liquor stores.

Communication Objectives
VWM requires a design that truly speaks to the values and desires of a trend-driven, sophisticated clientel. The objective is to design a logo that captures the essence of the unique "wine experience" in order to increase market appeal and set VWM apart from its competitors. The logo should communicate two seemingly contradictory sentiments; the traditional, time-honored art of fine wine and the approachable, unarrogant pleasure of contemporary wine consumption.

Wine Label Inspiration

These wine labels seem to encapsulate the ideas I am searching for: the classic, elegant (Quintessa) sophistication associated with fine wines as well as the simple, unpretentious, even fun (Educated Guess), sentiments of the wine experience.

The "wine experience" is where the classical and traditional meet the contemporary and accessible.

Some Logos for Inspiration

The following logos were selected by my client, The Vineyard Wine Market, for potential inspiration. These are logos that Anthony felt captured some of the feel and attributes of his store (minus the turtle).

Anthony's preference appears to be classic design and traditional serif typefaces together with a clear, elegant, uncomplicated approach.

The Vineyard Wine Market (Atlanta, GA)

The Mission of the Vineyard Wine Market is to provide quality, boutique wines at fair prices while educating customers about the art of winemaking, and sharing a truly great wine experience.

Buzzwords: Traditional, Specialized, Quaint, Distinguished, Unpretentious.

The Beautiful interior of The Vineyard Wine Market and The V2 Wine Room:

Rebranding: Sizing Up the Competition

The business I have chosen for the rebranding project(s) is The Vineyard Wine Market. Here are some logos from the competition:

Interesting type choice. I'm not sure about the "e"s. The descender of the "y" is perhaps intended to be a wine glass stem and base.

It took me a minute to realize those were corks flanking the black wine market banner. This looks like a typical, owner-or-family-member-did-it-and-used-clip-art logo.

Not a great logo. The obvious bunch of grapes, bad drop shadow, unappealing color palette. It looks more like a sign for a fast food joint.

I like the grape symbol; it's modern, sophisticated and yet playful and fun. Maybe, it could have been made to look more like a "G" somehow. I think the type is a bit kitschy, more like a typeface that a "knick-knack and gifts" sort of store would use.

Choosing a Business to Rebrand

Here is a list and brief description of companies I am considering:

COOL BEANS COFFEE started in 1992 as a business plan project for owner "Cappiccino" Kev's Stratigic Management course in college. After an intense search for the best coffee in Atlanta, Kev ended up buying Cormier Coffee, the only coffee shop he felt worthy. Renamed Cool Beans, the contemorarily decorated shop boasts its own in-house coffee roaster named Big Red.

VINEYARD WINE MARKET began when owners Anthony and Joseph Alvarez wanted a wine store with a great selection, better pricing, and, most importantly, a friendly, knowledgeable staff. The atmoshpere is relaxed and comfortable for anyone experienced or inexperienced with wine. As the owners say, "anyone is welcome except stuffy wine snobs." The store is now complete with the addition of the V2 Wine Room, a tasting room, wine bar, private event room, and all around great place to wind down.

MARIETTA PIZZA COMPANY serves pizza, salads, subs, calzones, wings and beer in a fun, laid back atmpsphere decorated with works by local artists. Apparently, the word has spread about how great the food is. On any given day, the place is packed for lunch and dinner.

KEN STANTON MUSIC opened in 1949 as the place for students to get band and orchestra instrument rentals. Now with six locations, Ken Stanton stores have a large selection of guitars, amps, keyboards, drums and recording equipment. They also offer a wide variety of sheet music and private music lessons.

GOLDBERG'S BAGEL CO. & DELI was bought in 1993 (it was opened as Goldberg's Deli in 1972) by Wayne Saxe because they served the best bagels in Atlanta. Seeing the need for more great Jewish resaurants in Atlanta, he has since opened 3 additional locations. Today, they bake over 500 dozen bagels on weekdays and over 1000 dozen bagels on weekends! Many of Wayne's bagel recipies are inspired by his grandmother's baking.

ROOSTER'S BARBER SHOP is built on the idea that today's man deserves more. A man's grooming options untill now have been limited to "hair cut mills" and fancy, ultra-feminine women's salons. Roosters provides clients expanded services in a classically masculine atmosphere. Amenities include oversized leather chairs, plasma screen TVs, massage recliners, and cold drinks.

LEDFORD AUTOMOTIVE is a full service car care shop owned and operated by Milton Ledford. Ledford offers reliable, trustworthy automotive repair that goes above and beyond what one would expect from a dealership or chain store. He is the kind of mechanic that your dad would recommend.

INFOTANK is an Atlanta based consulting firm known for its ability to deliver knowledgeable solutions. They serve companies who need the skills and competency of high-level technology professionals but don't need a full time IT staff. Clients include Atlanta Youth Academy, Holy Spirit Catholic Church, Whitefield Academy, and Peachtree Presbyterian Church.

Decaf Anyone?