Total Wine Rebrand
The task was to select a client and give them a complete rebrand. This rebrand would consist of deliverables such as a logo, brand style guide, identity system, as well as tangible and digital touchpoints consisting of merch, packaging, physical advertising/marketing, digital advertising/marketing, and environmental/store design. This project lasted the whole semester.
Brand Identity
Below shows the final brand style guide that I constructed. I wanted to elevate that rustic-ness that the brand prides itself on, so I went with utilizing the threshold imagery style.
For the color palette, I wanted to go with a warmer palette. Typical rustic brown colors were used as a primary, as well as a secondary palette consisting of 4 additional colors of beige, red, purple, and green. These would be the colors a part of the color coding system I developed.
For typography, I wanted something formal and luxury in a way, since I equate wine as a luxury item of some sort. This is why I decided to utilize serifs for the subheading, and body copy.
Logo/Logomark
Below shows the logo and different variations I developed. In creating the logo, the idea was to highlight how Total Wine offers a diverse selection, so this was done through the use of different bottles.
Identity System
For the identity system, a business card, envelope, and letterhead needed to be created. Throughout all 3 deliverables, the wooden threshold texture and bottle elements were brought in to pique interest.
Merch
Apron:
Purpose: This apron acts as the new employee uniform, since that is what Total Wine employees wear. It can also be bought for personal use.
Execution: A wooden texture was used with a threshold gradient effect placed on it. Vines and a set of grapes were also placed using the threshold effect.
T-Shirt:
Purpose: The purpose of the T-shirt is to show how wine is made.
Execution: Different pictures were placed inside the bottle element containers. The phrase “Every Bottle Tells A Story” is one of Total Wine & More’s taglines and pairs up with the images, since each of those bottles tell a story.
Tote Bag:
Purpose: The purpose of the tote bag is to hold your wine.
Execution: The wine bottle elements were brought in to create a border on the tote bag. These bottles point towards the company name to let people know where they can find the bag if they like it.
Packaging
Wine Bottle/Box (Pinot Noir):
Purpose: Although Total Wine is the largest manufacturer of wine, they never sold their own. ​​​​​​​Because of this, I wanted to make packaging for their own set of wine.
Execution: The threshold gradient was placed on some grapevines and grapes along with some more of that wooden rough texture.
Wine Bottle/Box (Bordeaux):
Purpose: The same purpose as above.
Execution: The same execution as above, but instead there's a different color coding system for bordeaux. That being beige and green.
Wine Bottle/Box (Cabernet):
Purpose: The same purpose as above.
Execution: The same execution as above, but instead there's a different color coding system for cabernet. That being beige and red.
Wine Bottle/Box (Champagne):
Purpose: The same purpose as above.
Execution: The same execution as above, but instead there's a different color coding system for champagne. That being beige and tan.
Wine Carrying Box:
Purpose: The purpose of the wine carrying box is to give it to customers that buy at least 6 wine bottles.
Execution: The idea was to have the wooden planks make up the whole shape of the box, with some planks taken out for more negative space.
Print Ad:
Purpose: This ad is used to encourage people to grab a bottle of wine when they need to unwind from Total Wine.
Execution: A photo of a person drinking wine and reading a book was used to demonstrate that relaxing feeling someone gets when drinking wine.
Product Catalog:
Purpose: The purpose of the catalog is to showcase what products Total Wine sells.
Execution: The catalog highlights the 4 different categories of products, those being pinot noir, bordeaux, cabernet, and champagne. This catalog is themed Gather Together to encourage the warmth and authentic feel of the brand.
Feel free to browse through the whole catalog below.
Digital
Email Newsletter:
Purpose: This email newsletter would be used to keep customers informed and engaged by sharing updates, tips, and promotions for Total Wine locations.
Execution: This edition of the newsletter would be highlighting Total Wine's new wine release and give the customer a chance to buy the product.​​​​​​​
Environmental
Shipping Truck:
Purpose: The purpose of the shipping truck is to transport the products between different locations.
Execution: A vineyard scene in the threshold style was used to show where the wine came from​​, and how it's on its way to be sold.
Event Banner:
Purpose: The purpose of this event banner is to highlight upcoming events in the store. Total Wine often does wine tastings, so that event was chosen to be highlighted.
Execution: Ultimately all of the elements were brought in to create an engaging piece that piques your eye in the store.​​​​​​​
Storefront:
Purpose: This storefront would utilize all of the creative elements used for the rebrand.
Execution: All of these elements were brought in again to create an engaging experience that no other alcohol place has. This is what separates it from the other businesses.
To view a walkthrough of the process, please view my Behance link: Click Here
All images, logos, products, videos, and other copyrights or trademarks featured, mentioned, or referred to within the project are the property of Total Wine. The use of the trade name, copyright, or trademark in my student portfolio is for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. Total Wine does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, or any partnerships with any copyright or trademark holders.