A New Era for Virgin Wines
In a bold bid to rethink its brand presence and market positioning, Virgin Wines has unveiled a thorough rebranding campaign in conjunction with Borne. This is a big shift for the corporation as it strives to address changing consumer demands and strengthen its reputation for quality and competence in the competitive wine sector.
Addressing the Core: Why Rebrand?
Recent consumer insights revealed a disparity between Virgin Wines’ brand perception and the real service quality and product competence. This gap prompted a reassessment of the brand’s visual and communication features. According to Nathan Wadlow, Brand and Digital Marketing Director at Virgin Wines, the collaboration with Borne was critical. Borne’s extensive research into Virgin Wines’ ethos and market dynamics has resulted in a brand identity that reflects both long-held ideals and contemporary expectations.
Joy from Grape to Glass: The Visual Transformation
“Joy from Grape to Glass” is the subject of the rebranding journey, which encompasses the complete wine experience. The original design, which resembled a wine stain left by a glass, has been replaced with a more dynamic and modern swirl depicting wine swirled in a glass. This represents not only the product but also the pleasurable experience of drinking a glass of wine.
The new visual identity goes beyond the logo. It features a rich colour palette inspired by the wide world of wine, as well as Dalton Maag fonts that capture the fluidity and grace of wine. This font choice improves legibility while also adding a sense of refinement with its flowing lines and subtle references to liquid drops.
Sustainability in Design
In an era when environmental issues are crucial, Virgin Wines has also made major efforts to ensure that their new identity shows a commitment to sustainability. The updated logo includes a low-ink variant to reduce environmental effect, demonstrating how brand refreshes may complement larger environmental goals.
Consistency and commitment remain unchanged
Despite the extensive cosmetic redesign, Virgin Wines promises clients that its basic principles and pledges will stay unchanged. The emphasis on providing high-quality wines at low pricing remains, along with an unrelenting dedication to customer service and flexibility.
Looking ahead
Virgin Wines’ rebranding is more than just a cosmetic makeover; it’s a deliberate move aimed at improving overall brand perception and consumer involvement. The new identity is expected to play an important part in the brand’s long-term strategy and capacity to recruit and retain discerning wine enthusiasts.
Wadlow is optimistic about the future, stating, “The elevated brand will undoubtedly meet our long-term objectives and be central to the ongoing success of Virgin Wines.” We had a lot of fun on this transformative trip, and we hope our customers will join us in this next chapter.”
Virgin Wines’ relaunch demonstrates the potential of integrating brand identity with consumer expectations and sustainability goals, allowing even a twenty-year-old company to remain current and lively in today’s fast-paced industry.
Source: https://www.virginwines.co.uk/hub/blog/were-changing-how-we-look/
