Branding - Design
Online store, digital brand
Demystifying wine drinking experience
Angeloni Group, also the holder of the supermarket chain with the same name and over 60 years of experience in Brazil, decided to expand the business and create an online store of its own.
With such a challenge, Angeloni came to us. Among the project’s goals, besides demystifying the choice for wine while offering a prompt service to ease customers’ life, there was the desire of creating a brand mostly thought for the digital environment, that is, with a simple shape and an essence that highlighted its accessible and democratic quality, providing engaging experiences throughout the universe of wine.
In order to think of a strategy for an involving brand mostly appropriate to its natural online habitat, we started off by developing its positioning and identifying its core values. Stemming from researches within the category and online retailers, keeping in mind the initial desire of an uncomplicated wine experience, we got to the core of a brand unquestionably expert in wine segment, capable of demystifying the category, inspiring its buyers through a business model and an easy purchase, offering the best cost-benefit to each person’s ideal. All of that inside an environment that pulses new ideas and appealing experiences with such drink, fitting all tastes and pockets.
Such combination of values set up the brand’s DNA while enabled the creation of a unique and relevant proposition to its target audience.
But how to turn values into brand expression?
As we always do, combining strategic thinking with the creative force of design. We built up the paths to the identity concept focused on the fundamentals, purpose and values we had already identified but, above all, we were clearly oriented to raise a brand to be born in the digital environment, and once in it, to provide the entire purchase journey and customer relationship.
A digital-born solution, in order to be free-flowing, must be dynamic and lean in its execution, consistent to the rhythm of such environment. This ‘digital nature’ is what oriented all decisions around the creation of the project.
For creating the name, we went after a concept that was able to evoke something else, not only an e-commerce, but a selection of the best out there in the wine universe.
Besides the name, its composition should have the features of a digital brand, enabling adaptation to different screen formats (responsiveness): a horizontal name, to ensure online visibility and offer a contracted version of the brand, a shortcut, an icon.
The name’s drawing itself suggests a wine glass (letter D) and inspired us to create the symbol. From that on, we developed the icon visual language and the frames. The icon was based on the logo in order to strengthen the brand’s visual unity, whereas the frames helped to create attention spots, and also suggest a ‘stand out from the ordinary’, besides being easily replicated both online and offline.
The colors are related to the category, but with more sophisticated tones. White is very important for contrast and balance, since user legibility and agility is a must when in digital. So, the environment should be light for easing interaction, both when searching and purchasing.
At the end, we handed the client the tools for enabling it to work the brand with all its elements in a fluid way – starting from the digital environment and going through all the experience, from shopping to tasting the drink.