WineAccess Branding

The Proposal

WineAccess, the world’s largest, premium direct-to-customer, wine network and retailer, desired to reposition its brand and become the destination of choice for a younger demographic while increasing engagement and loyalty from existing customers.

The Process

Research was done into the business, WineAccess, to establish an overall set of visual triggers that would resonate with the concept of their business – the idea of bringing something out of reach into the comfort of someone’s home. Numerous redesigns were crafted and sampled to a small test audience. Based on those responses, a set of logos were digitized and sampled to a test group of 100 individuals in order to determine the designs’ effectiveness across varied demographics.

The Product

Based on the marketing research, one logo surpassed all others with the highest percentages among respondents in all demographics across all three criteria: (1) Overall Visual Appeal, (2) Alignment with the Company’s Slogan – “Access Extraordinary,” and (3) Alignment with the Company’s Service. The results indicated that the rebrand with this new logo would be a successful choice for appealing to the current demographic, as well as the new, targeted demographic.

My Roles

Conceptualization, Graphic Design, Marketing Research