In 1993 we were engaged by Liqourland to conceive, create and design every single facet of a new retail wine brand, which we named Vintage Cellars.
Thirty years on, Vintage Cellars is one of the nation's favourite retailers, consistently rating in the top three "Consumer Preferred Brands" in Australia.
Vintage Cellars was a game-changer in a way that is hard to imagine today because all of the design elements that we first implemented in 1993 have since been copied by competing retailers to the point that they are now part of the category’s DNA.
Our solution centered on making wine accessible to everyone because - let's face it - the majority of fine wine consumers know absolutely nothing about it; yet we all want to appear sophisticated when we bring a bottle to the next dinner party.
Designed to ease selection anxiety, laid back graphic communications educate on provenance and pairing. Using an approachable tone of voice, recommendations are offered for all budgets, palettes, settings and meals.
The brand's revolutionary offer also included daily in-store daily wine tastings, cocktail-making classes, "Wine of the Week," and the introduction of the Vintage Cellars Wine Club.
"Landini delivered a revolutionary retail vision tempered with the relevant practical considerations of operating and implementing a new retail format."
Vintage Cellars Brand Creation
Landini Associates' first Australian client still trades with the format that we invented in 1993. Developed as an antidote to the dreary price led retail landscape of its day, Vintage Cellars quickly became the torch bearer for Coles Liquor, radically transforming not only their business but how they were perceived by the market.
Vintage Cellars was an instant hit, attracting a calibre of staff its owner (Liquorland) could previously only have dreamed of. It traded with a lower marketing spend than Liquorland and quickly established a loyal group of followers hungry for its fresh and information rich approach. It remains today Australia’s preeminent small format fine wine retailer.
Liqourland (Coles Group)
National Roll Out
Concept, Strategy, Naming, Brand Identity, Tone of Voice, Copywriting, Interior Design, Master Planning, Graphic Design, Signage, Wayfinding, Ticketing, POS, Packaging, Uniforms, Visualisation, Brand Guidelines and National Roll Out Guidelines
Courtesy of Client