Book of Branding: A guide to creating brand identity for startups and beyond by Malinic Radim

Author:Malinic, Radim [Malinic, Radim]
Language: eng
Format: epub
Publisher: Brand Nu Ltd.
Published: 2021-03-29T16:00:00+00:00

Case Study: Grapes

I decided that for my first meeting with the Grapes London bar brand co-founders, we would go to a creative members’ club in central London. My venue choice aimed to set the tone for our relationship and the project with the site’s lavish, bohemian interior and atmosphere, which had always made an impression on other prospective clients.

This lot, however, seemed nonplussed, but their reactions helped me to gauge what they were looking for in their branding. These face-to-face meetings with founders give creatives invaluable opportunities to understand people’s characters, enthusiasm and drive for their project.

We discussed how to create a new bar brand that referenced its central London location, but with a global theme and influences from the Greek heritage of the brand’s founders. The project brief was already focused on building a brand, rather than just a destination: we wanted to create an entertainment brand, starting with the debut London branch, which would set the tone for a feeling of high-class hospitality.

The visual research and style guides used a comprehensive visioning exercise to establish the brand’s art direction. This included many ancient Greek references to symposiums, typography and graphic pattern designs, along with botanical and abstract illustrations. A wealth of reference images provided valuable inspiration, but we wanted the designs to showcase the diversity of the drinks that feature grapes as the main ingredient on sale, but which also portray the subtle and not-so-subtle nuances that emerged from different corners of the world.

The main aim was to find the perfect blend of heritage elements with a contemporary twist. The brand strategy was firmly set to appeal to that spectrum of people who share a passion for exquisite flavours that go hand in hand with the exciting narratives of their origins. We wanted to incorporate the bold colours associated with vineyards bathing in the blazing sun, such as red, teal blue and dark turquoise, as well as highlighting the intricacies of the distilling process.

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