Seeking to enter the market in an innovative way, Divvino created a naming, identity and concept strategy to communicate with the younger, digitally connected consumer. Research on this target’s profile and behavior revealed an opportunity to provide wine e-commerce or wine club memberships, in order to converse directly with this public. In other words, this was a chance to fully meet the needs of this informed consumer, which embraces novelty, appreciates good wines and has no time to lose.
Based on the premise that "the young consumer also cares about quality", we created a brand name and the entire visual identity. Connecting the online and offline worlds was a great challenge, and to achieve this, we combined traditional aspects of the wine category with the dynamism of the digital world: building on this idea, we gave new and meaningful formats to existing visual codes.
The first step was the creation of the name "Divvino", a title that subtly refers to wisdom, the quality of the products and the feeling of satisfaction created by drinking a good wine. Given that the brand will mainly be located in the digital world, its visual identity received an iconic representation, a simple element that symbolized "the maximum synthesis" of its expression. This symbol was designed to make this simplification possible. The strong, well-spaced typography is tied to a modern color palette and the icons adhered to the same brand codes to maintain the visual language.
The result was a brand with a strong personality, capable of uniting two distinct universes in a single site and keeping pace with new consumers in a fast and simple way.