Select Page
This article was originally published on this site

“Getting Picky”

(Est. 1999) WineAccess operates an online wine store that sells and lists products from various wineries. More poetically: “Life and wine should be extraordinary. That’s why we never settle in our hunt for the small lots, exciting producers, legendary masters, and coveted labels that define the art. We stake our reputations on every bottle we select. We take you directly to the source, making sure nothing gets between you and the world’s greatest finds. We tell the stories that transport you to the vineyard, cellar, and winemaker. Because knowing what goes into the bottle deepens the appreciation for the wine itself. We’re here to help you access extraordinary and take you to extraordinary places along the way.”

Design by
Moving Brands

Related links
Moving Brands project page

Relevant quote
We strived to understand Wine Access’ existing brand, current positioning, competitors, business goals, and challenges. We learned that for optimal growth, Wine Access needed to appeal to the next generation of ultra-affluent customers. This helped us to map out the behaviors and affiliations of its targeted demographic to inform new customer persona definition.

Always balanced, yet in its own league, Wine Access’ ethos led us to design its logo reminiscent of a traditional stamp. The logo marks a sense of authority but balanced with the idea of travel. For the typography, it was fitting to hero a modern serif. Everything in the system seamlessly came together as a nod to wine language, feeling premium and fresh, grounded but always accessible.

Images (opinion after)

New Logo and Identity for WineAccess by Moving Brands
Logo.
New Logo and Identity for WineAccess by Moving Brands
Brand story.
New Logo and Identity for WineAccess by Moving Brands
Brand expressions.
New Logo and Identity for WineAccess by Moving Brands
Business cards.
New Logo and Identity for WineAccess by Moving Brands


New Logo and Identity for WineAccess by Moving Brands
Various materials.
New Logo and Identity for WineAccess by Moving Brands
Packing tape.
New Logo and Identity for WineAccess by Moving Brands
Online presence.

Opinion
The old logo was sad but funny, with the tiny man carting around a bottle of wine or a normal man carting around a giant bottle of wine. Either way, it was too cute to be selling high-end bottles of wine and the typography looked more like a discount wine store than a discerning wine connoisseur. The new logo and identity are instantly more upscale and representative of the more sophisticated world of wine. The logo looks good but is somewhat confusing in the positioning of the letters, as if there is a meaning to them starting at the 9:00 o’clock mark but then the letters in “ACCESS” don’t quite line up with the hour marks, even though they could. I can see the appeal of joining the “W” and “A” with the horizontal bar (that then serves as an identity element) but the logo doesn’t quite come across as a full-fledged seal. The sans serif-ness of the logo does work well when paired with the effusive serif that takes over the identity and gives the service the elegance it needs but without being full-on snotty about it and feeling kinda cool and funky. Based on the old logo, I can’t imagine the old applications being good, so this all looks like a solid upgrade that makes it a more convincing online retailer to drop big money on wine.