United Wine Merchants approached the brand team at Kaizen Brand Evolution with the objective of repositioning their brand identity and communications to be more in line with their unique service, product and reputation. With over 36 years in business, United Wines have moved with the times in terms of their product portfolio and brand associations, however their own brand has remained unchanged. Today the company is modern, forward thinking, and upholds a formidable reputation. With this said it deserved an identity to truthfully represent them.
The team at Kaizen Brand Evolution created 3 unique brand designs for United Wine Merchants, each one exploring separate USP’s and reflections of their current standing in the marketplace. From colour variation, negative space, wine hints and some contemporary type styles we aimed to flex our creative skills in this brand audit, after all it has been 30 years since the current branding, time for us to show potential. The new, chosen brand mark incorporates modernity, negative space and a clear, focussed type style. The colour palette is reflective of their current ‘wine palette’ with a great balance of a highlight and base ‘berry purple.’ Each element of the logo represents truthfully the ambition United Wines set us from the outset. You will also notice that the word “merchants’ has been removed from the primary, simply for simplicity. When referring to the company people tend to drop the Merchants, so we dropped it.
We directed the artistic and photographic style for the new branding using process, ingredients and the art of creating the products they sell at United Wines – rather that typical product imagery or cheesy stock imagery. The new visual narrative for the company has depth and explores the story of their products.