RIPE FOR BOOM
With the desire of expanding the B2C wine business, Torres China plans to create a wine retail chain brand that offered online shopping service, wine club and direct sales services. Torres came to Labbrand for brand positioning, verbal identity and a visual identity system for the new brand.
BREWING UP THE WINNER
Based on the performance of Torres China and the Chinese retail wine market, we used explorative and elicitation techniques to identify latent brand advantages and develop options for positioning of Torres.
RETAIL WINE GETS A FRESH DESIGN
We created the English name Everwines and the semantically corresponding Chinese name 咏萄 [yǒng táo] to assist the positioning. 咏 [yǒng] means to sing or praise; it also is pronounced the same as “永” [yǒng], forever. 萄 [táo] means grape, the source of wine. Refined through linguistic checks and focus groups, the verbal system not only reflects the attribute of the wine brand, but also conveys sophisticated, enlightened and accessible brand values.
The VI system provided by Labbrand included the design of logotype, brand color system, stationary, promotional items and in-store applications. Instead of the usual deep red for wine brands, our design features a refreshing green color. The grape-like bubbles showcase freedom and variety.
Everwines is a comprehensive branding project conducted by Labbrand. The brand identity conveys a young, appealing, and cosmopolitan image, making Torres wine trendy and accessible for Chinese consumers.