The ask was to create a new look for our Delivery program. A brand new logo coupled with a message (tagline or otherwise) that highlights our delivery benefits. The goal was to generate trial of Total Wine delivery because we were investing a lot into advertising in the coming year.
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There was a lot that Total Wine wanted to message in regards to delivery and I did not think a logo itself could solve all the asks. I decided to come up with a system that allowed messaging to change based on the core competencies we want to highlight with the emphasis on a strong word to end each phrase-“Delivered.” with a period. This coupled with a system of iconography to support key messaging would allow us a great amount of flexibility to adapt to changes in the market, strategy and consumer behavior over time. I also thought Delivery should have its own color palette and ‘brand’ to really allow it to stand on it’s own and not get lost in our core brand materials.
The ask was to create a new look for our Delivery program. A logo coupled with a message (tagline or otherwise) that highlights our delivery benefits. The goal was to generate trial of Total Wine delivery because we were investing a lot into advertising in the coming year. --- There was a lot that Total Wine wanted to message in regards to delivery so I decided to come up with a system that allowed messaging to change based on the core competencies we want to highlight with the emphasis always on the word "Delivered". This coupled with a system of iconography to support key messaging allows us a great amount of flexibility to adapt to changes in the market and consumer behavior over time. I also thought Delivery should have its own color palette and 'brand' to really allow it to stand on it's own and not get lost in our core brand materials.
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