Designing Disruption in a Static Category.
Brand Equity Creation // Brand Character + Tone of Voice Development // Brand Identity Design // Packaging Design // Production & Vendor Management // Go-to-Market Plan
Having a vision for what wine could be.
The founder of the WineSociety had a clear mission for her brand—to make wine approachable and convenient by eliminating complexities and intimidation that innately exist in the wine industry. WineSociety employed Hyperquake’s expertise to shift the narrative surrounding the wine industry today, to create and deploy a scalable business, and a brand platform that would support the scope of their projected growth. Over the 6 month project cycle Hyperquake managed the process and the vendors from concept to launch. The result was an optimized brand with a marketable design and insta-worthy narrative that changes the way that drinking wine is perceived.
Getting to know our Tastemakers.
First, we had to understand the challenges to bottled wine and the consumers who were desiring to overcome these. We found that 50% of homes don't have corkscrews, there’s a large percentage of venues and outdoor activities that are glassless by law, and consumers are looking for more approachable, convenient solutions to receiving and consuming their favorite products. Based on our trend-forward, multi-tasking Millennial consumers, WineSociety’s Tastemaker persona was born. We co-created the brand positioning, purpose, promise and aesthetic as a tasteful, yet approachable, high-quality, yet community-centric wine brand that elevates the confidence of all wine drinkers.
Creating a marketable identity.
Based on the brand character and narrative, we wanted to highlight the aspect of having access to the “society.” Within the brand mark, we allude to wine within the negative space of the key, mirroring the wineglass-shape of the ‘Y’ in the wordmark. As a dynamic mark it is meant to be locked-up, but can be used as separate components when needed. Our colors reflect the timelessness a tastemaker looks for—black and white as a foundation with an elegant accent that reflects the color of the premium rosé offering. The simplicity of the design and color act as the perfect accessory to any lifestyle.
We explored an extensive amount of executions for the can labels, and while many were beautiful and provocative, we had to step back and ask ourselves what the tastemaker would want—simplicity and elegance. This defined our final direction, allowing language and character to drive the conversation with our consumers.
An inclusive society with an exclusive product.
Armed with a strong brand strategy and identity, we created a social-centric marketing strategy to connect with the right consumers and influencers where they already are. We created a “social media playbook” and calendar that encapsulates the brand’s communication pillars—aligning with the brands vision, character and the audience that WineSociety seeks to serve. As we move toward the official launch of WineSociety’s Premium Can Wine we will continually evaluate our go-to-market strategy, ensuring that the brand is behaving in a way that is effective for both retail and direct to consumer via online subscription.
“Hyperquake has the ability to think big picture, while focusing on each creative detail. We loved working with their team, they were true partners, guiding us along the entire journey of building our new brand.”
- Angela Allison, CEO & Co-Founder
You can order your own box at WineSociety.com.