Research Strategy Branding
CREATING A
HIGH-END WINE SUBSCRIPTION BRAND FOR
THE CHINESE
GEN-Z PALATE
2022
China
The challenge
CorkClub was just an idea on paper when Joe reached out to me, looking for guidance in building his brand. He has been living in China for many years, and by experiencing the culture firsthand, he found a niche for a new business in the wine industry in China.
Joe had the plan for a wine subscription business model and a name for his idea by then, but he was not clear on how to start and what to prioritize. I partnered up with him, and after an immersive and detailed briefing & strategy workshops, we defined the business foundations, values, goals, and objectives, so that we could build his brand from 0 to 1.
After defining the Chinese Gen-Z as the target audience, I then immersed myself in the wine world, developing a 50-page report with trends, global innovation inspirations, target audience outline, and detailed competitor analysis to decide where CorkClub would play and how to win.
With the foundation and pillars in place, I brought the brand to life in three distinctive directions for Joe to choose from. With the visual direction defined, I then fully fledged CorkClub’s visual identity and other band assets, translating its core messages and tone of voice through packaging, creative copywriting, wine-tasting cards, and WeChat mini-program design, ensuring a cohesive brand across all touchpoints. The brand was officially launched in October 2022.
Deliverables
• Planned and facilitated workshops
• Project costing and planning
• Business plan
• Macro research & analysis
• Trens and innovation scouting • Branding and visual identity design
• Creative copywriting
• Packaging design
• Monthly wine-tasting cards
• How to taste wine booklets
• Stationary design
• Project and client management
• Supplier management
Briefing & Strategy Workshops
Immersion Research & Visual Moodboard
Brand Assets
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Testimonials were kept in their original language, to ensure there was no interpretation over translation.
CLIENT TESTIMONIAL
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I first chose William to help me develop my new brand identity because rather than just sending me his portfolio he took the time to arrange a call and speak to me and fully understand what I was trying to achieve.
After the call I had the sense that he fully understood what I needed, and that he wanted to go above and beyond the design process by offering me advice on strategy and other aspects of my business based on his extensive experience.
As we started to work together I found William to be relaxed and easy to talk to, but also extremely professional, diligent and structured in his approach to the project which really helped achieve what I needed within the timeframe agreed.
I am very pleased with the way we collaborated and the project outcome and I am sure I will continue to work with William as my business grows.