Perfect Cellar

Branding & Brand Management, Art Direction, Campaign Development, Copywriting

Perfect Cellar is a primarily online wine retailer, which specialises in diverse yet affordable wines and wine experiences. It embarked on a full rebrand in March 2015.

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I was approached by Perfect Cellar to undertake a full rebrand of their company. Through research I discovered what I believed to be an underserved section of the market. People who are new to drinking more premium wines but are put off by the pretence of the traditional wine retailers marketing, one of families, vintages, histories and geographical knowledge. Surely the first enjoyment of wine should come from drinking the wine, rather than its heritage.

I took this ethos into the entire brand, the identity should speak of the enjoyment of drinking wine with friends. This informed some of our key decisions, such as the identity itself, marketing campaigns, and the way in which the brand speaks to their audience.

Since implementing the new brand and marketing strategy the business has seen a 700% increase in sales.

As part of our commitment to change the way Perfect Cellar talked about and sold wine, we wanted to develop a system of describing wine in a more useful and natural way. I art-directed a range of photography to capture the flavours associated with wines. By using this photography it has been possible to create a much more intuitive way of describing wines, without resorting to tired and obtuse language. You can find examples of this photography on product rollover images on the site.