Seewines
Client
Seewines
Job Description
- Brand Strategy
- Repositioning
- Visual Identity Refresh
- Communications platform
- Relaunch campaign
- Campaign planning & development
Summary
What if convention is.. wrong? What if wine isn’t really a posh thing anymore? What would it be if you let everyone see wine not as they must, but as they want to? What if you let imagination and joy rule the wine experience, instead of academism and tradition? The answer lies in Seewines’ new brand positioning, which honors the Explorers, the people who willingly taste, gobble and sip wine. Any wine. Expensive wine. Georgian wine. Green wine. Cheap wine. Because this is what exploration is meant to be.
Situation
Seewines, a mostly online wine retailer with flagship stores, was having issues with falling revenue and thinning profit margins. Selling high quality wine had become a price war between specialized retailers. And wine consumption trends aren’t in the industry’s favor.
What we looked into
Desk research and DeepDive interviews with over 20 people. We found that in the wine-lover world there are two camps – the classicists who know wine has “a right way” to be enjoyed, and the open-minded folk who simply want to enjoy wine in as many ways possible.
Audience
We further dived in and discovered that there are two open-minded groups. The Explorers, highly knowledgeable people who appreciate the craft, the endless variety of wine and have an intuitive, yet conscious way of enjoying and exploring wine. And the Casual Indulgers, for whom knowledge is tertiary, but are very sensuous about wine and seek the pleasure for the senses, instead of a firm understanding of the craft.
So what’s the problem then?
The problem with the brand is that it played on the field where everybody else was playing – where wine has a strict culture and way of enjoying. This playing field was missing the unexpectedness of uncorking a wine find and all the fuzzy and intense feelings that come from it.
Re-frame
Therefore, to stand out from the crowd and capture that big, but ignored market, we had to show the feelings of joviality and freedom that come when you loosen up, discover and enjoy wine as you like.
Insight
Your taste buds adhere to no conventional rules. Why should you?
Wine brings the most joy when you let all the confused, surprised and fizzy emotions tickle through your taste buds and connect to your imagination and spirit.
The way around the competition
When everybody teaches you about wine convention, Seewines shows you that being adventurous beyond expected boundaries is what brings most joy.
The Seewines way
Seewines is the place to feel the joy of discovering.
How we gave life to the new brand positioning
A refreshed visual identity and three creative campaigns: from claiming the brand’s territory – joyful discovery – to proving the brand’s authentic expertise with its seasoned sommeliers and, finally, proving that wine is for all – no matter if you feel notes of plum or spring in Sozopol. And we came up with a communications platform that captures the spirit: “The taste of explorers”. Stay tuned, campaigns incoming.
“The taste of explorers”
“Вкусът на откривателите”
A huge thank you to Mark Pollard, who joined the project and helped us have that edge and not lose ourselves in the vast world of wine. Cheers, Mark!