Back in 1993, we were engaged by Liqourland to conceive, create and design every single facet of a new retail brand, which we named Vintage Cellars.
30 years on, Vintage Cellars is one of the nation's favourite retailers, consistently rating in the Top 3 "Consumer Preferred Brands" in Australia.
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.
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.
"Landini delivered a revolutionary retail vision tempered with the relevant practical considerations of operating and implementing a new retail format."
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Client
Liqourland (Coles Group)
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Location
Australia
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Size
National Roll Out
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Category
Retail, Liquor
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Scope
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
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Photography by
Landini Associates