GLOBALWINE
Sustainable, worldly wines
The challenge
Players in the highly competitive wine trade market have been further put to test with the rise e-commerce. Despite being an established curator and seller of high-quality wines from all over the world, Globalwine feels the rising pressure of e-commerce and recognizes potential in a more tailored marketing approach towards its B2B and B2C clients.
The solution
A focused redesign ensures higher differentiation and relies a refreshed touch to the Globalwine brand. The optimization of all marketing measures enhances the brand’s ability to attract and engage with its B2B and B2C clients.
Globalwine stands for premium wines from all over the world. Handpicked. Sustainably sourced. With the utmost respect for the environment and the communities surrounding the vineyards. A curator and seller of high-quality wines with a personal relationship with all hand-picked producers. The design and marketing refresh bring the essence of Globalwine to life – in all its fascinating facets. And it convinces B2B and B2C customers.
The Globalwine brand gains character and becomes an inspiring stage on which wine producers’, their stories, their philosophy, their regions, their journeys and their wines are presented. The design refresh has focused on key design elements to foster clear recognition at a first glance. At the same time the design remains flexible enough to incorporate the diversity of the wines it represents. An approach that has been translated into all marketing measures combining eye-catcher headlines and visuals with engaging and authentic storytelling.
Simple, yet playful, the logo encompasses both, the old and new world wines. It reminds us of the pleasure of a glass of wine shared. Of its tasteful profile and experience. As well as of the memories it leaves behind. The imagery focuses on wine landscapes shot in black and white which have been dipped into an intense red wine. This effect ensures high recognition of the brand across all key communication measures.
The product range catalog and the customer magazine have been redesigned and new content has been developed: they now awaken the emotions of the different vineyards and bring to life the stories of the winemakers behind them. A new way of communicating with its positive impact: in fact a renowned winery from Tuscany has already been acquired as a new partner in Globalwine's premium portfolio.
Private customer mailings are completely redesigned and enriched with storytelling elements that present not only the wines but also their origin and their makers.
A YouTube channel has been established as part of a tailored social media strategy that aims at strengthening the brand's digital presence: it will be populated with new engaging video content, developed on a regular basis. Further to that, targeted SEA measures have been rolled out even before the launch of the new webshop in late summer in order to contribute to generating more traffic for the website.
Website: globalwine.ch
Responsible at Globalwine: Geri Theiler (CEO), Yvo Magnusson (Head of sales gastronomy), Alain Bramaz (Senior Oenologist & Viticulture Consultant) Micha Lindauer (Private Clients & Fine Wines), Stefan Lieberherr (Graphic & Design), Brigitte Auf der Maur (Digital Marketing);
Responsible at Branders: René Allemann (CEO, Creative Director & Founder), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Oliver Schmuki (Senior Editor), Micha Kumpf (Senior Brand Designer), Anita Hsieh (Brand Designer), Thomas Hausheer (Creative Brand Technologist), Martin Fähndrich (Video Journalist)
