Clever Girl Winery
Defining Your Projects Aims
Brief
Conducting a Brand Audit
Competitor Analysis
Mapping the Market
Brand Message
Personas
The Clever Girl Brand
Deliverables and Brand Expansion Plan
Cleverly. Crafted. Concoctions
It is important that a designer understand that themselves, the brand, and the project are all intertwined with one another. When your project’s goals align with your own, the more genuine and authentic the communications will be. Establishing your objectives early on will help give you a clearer vision down the road when it comes to designing.
Below are projects aims for Clever Girl Winery:
Provide the highest quality of wine and continue to develop new flavors.
Attract new customers into the winery, retaining our current customers.
Provide quality customer service at our in-house location as well as those purchasing online.
Set ourselves apart from other local wineries and keep our space trendy and modern.
Rebrand ourselves with the location Easton, PA
Organizing the above objectives into a brief makes it easier for everyone to understand the intentions of the project and is something that can be referenced back to not matter what stage of the project you are in.
The main aim has been established: To provide the high quality of wine and continuing to develop new flavors. The secondary aim is attracting new customers to our in-house location, while retaining our current customer base. This brief is to further those aims by creating consistent and a unique design approach to promote the winery and its products. This will ensure current and potential customers are exposed to our branding though our social platforms and print materials.
At this point, dive deep into your brand’s verbal and visual styles on everything from your brand’s social media platforms to your website, any blogs, as well as printed materials and signage. Note whether elements and communications feel consistent across the board.
Social Media Platforms:
Instagram |1,172 Posts | 1,106 Followers | Low Engagement with Posts
Visual Style: Posts consist of: Artsy drink creations, workers with product, some customers, specials, memes, tastings, holiday wishes, etc. (See examples to left)
Verbal Style: Captions are fun and engaging and encourage viewers to visit!
“A Drink Special for St.Patty’s Day “Come Have a Rye-Rish Coffee”
Facebook | 5K Followers| Little More Engagement than Instagram
Posts are similar to Instagram (cross-content)
Website:
Appealing gallery with a few photos, wine products to shop, brand story
Price: Mid-Range ($15-$25 per Bottle) ($8.50 for Flight of 4) ($5-$7 per glass)
It is a necessity to analyze who the competitors are in your specific market and pay close attention to their branding styles. What are their verbal and visual styles and where do your products rank against each other in price?
One of Clever Girl’s biggest competitors in Franklin Hill Vineyards in Bangor, PA. They are a successful winery with several locations throughout the Lehigh Valley. Below is Competitive Analysis for Franklin Hill.
Verbal Style: Fun and Upbeat captions on social media, use of emojis that correspond to their products, talk about locations and different special, different awards won.
Visual Style: Photos and Imagery are quality and are super creative, showcases products and where to find them locally, food they serve, employees, community, etc.
Logo is super simplistic and is carried within packaging of products well.
Price: $12-$15 a bottle, $8-$12 drinks and glasses
Check out my full brand plan to see the competitive analysis for Tolinos Vineyards and M & M Vineyards.
Laying out the foundations of a brand is so a necessity before designing. There has to be a solid reason for your choices in the colors fonts and crafting your logo in a specific way. Think about the following questions to help craft your brand’s message:
Who are we here for?
What is our personality?
What do we value most?
What makes a different?
Why are we here?
What do we do?
Clever Girl Winery Example:
What Is Our Personality? We are an upbeat, trendy, and welcoming establishment located in the heart of Bangor, PA.
What Do We Value? Creating a culture of warmth, belonging, and relaxation in our winery, it’s everyone’s aesthetic. Staying up to date with trends and constantly challenging ourselves to grow Clever Girl
Who Are We Here For? Local Residents of the Lehigh Valley Our Employees
See my full brand plan document for more insights into their brand’s messaging.
Marissa is a graduate student at Lehigh University who is always looking for new placing to try when she isn’t busy juggling school and work. She is originally from Michigan and still doesn’t know the area all that well.
Kimberly is a busy mother, who runs her own ice cream business. When she gets the occasional free weekend, she loves spending time in the community and supporting other small
Now that we laid down the foundations, it is time for designing!
Verbal Brand:
Brand Name: Clever Girl Winery
Language and Tagline: “Cleverly Crafted Concoctions” or “Your Favorite Local Winery”
Condensed Brand Story: “A simple suggestion turned into a life-long passion.” See my full brand document for the owner’s full story!
“Adding a touch of uniqueness to downtown Bangor with our wonderful wine options and cleverly crafted specialty drinks one bottle and glass at a time.”
Brand Values: We value giving the highest form of customer service to in-store visitors, as well as though who shop us online. We value the quality of our products and are constantly striving to implement new and unique tastes into the mix.
Brand Tone: Bubbly and Quirky! Continue fun phrasing on social media with emojis, while still incorporating the hours open for the day/weekend.
Expansion Plans:
Develop some new merchandise customers can buy or include when they spend so much online (Tote Bag, T-Shirt, Wine Glasses, etc.)
Grow Social Media and Increase Engagement
Start with a small monthly giveaway, have people comment, like, follow, share, etc to help gain more exposure and generate excitement!
For the new relocated site: Offer live music from local talent, develop a photoshoot wall that visitors will fall in love with and want to take photos in front of it