All work Courtesy Jonathan Hart
Here is the first entry in his blog as he sought out places of interest to him and began the process of research to see which client might take him the creative distance for his needs.
PHASE ONE:
Choosing a Business to Rebrand
Here is a list and brief description of companies I am considering:
COOL BEANS COFFEE started in 1992 as a business plan project for owner "Cappiccino" Kev's Stratigic Management course in college. After an intense search for the best coffee in Atlanta, Kev ended up buying Cormier Coffee, the only coffee shop he felt worthy. Renamed Cool Beans, the contemorarily decorated shop boasts its own in-house coffee roaster named Big Red.
VINEYARD WINE MARKET began when owners Anthony and Joseph Alvarez wanted a wine store with a great selection, better pricing, and, most importantly, a friendly, knowledgeable staff. The atmoshpere is relaxed and comfortable for anyone experienced or inexperienced with wine. As the owners say, "anyone is welcome except stuffy wine snobs." The store is now complete with the addition of the V2 Wine Room, a tasting room, wine bar, private event room, and all around great place to wind down.
MARIETTA PIZZA COMPANY serves pizza, salads, subs, calzones, wings and beer in a fun, laid back atmpsphere decorated with works by local artists. Apparently, the word has spread about how great the food is. On any given day, the place is packed for lunch and dinner.
KEN STANTON MUSIC opened in 1949 as the place for students to get band and orchestra instrument rentals. Now with six locations, Ken Stanton stores have a large selection of guitars, amps, keyboards, drums and recording equipment. They also offer a wide variety of sheet music and private music lessons.
GOLDBERG'S BAGEL CO. & DELI was bought in 1993 (it was opened as Goldberg's Deli in 1972) by Wayne Saxe because they served the best bagels in Atlanta. Seeing the need for more great Jewish resaurants in Atlanta, he has since opened 3 additional locations. Today, they bake over 500 dozen bagels on weekdays and over 1000 dozen bagels on weekends! Many of Wayne's bagel recipies are inspired by his grandmother's baking.
ROOSTER'S BARBER SHOP is built on the idea that today's man deserves more. A man's grooming options untill now have been limited to "hair cut mills" and fancy, ultra-feminine women's salons. Roosters provides clients expanded services in a classically masculine atmosphere. Amenities include oversized leather chairs, plasma screen TVs, massage recliners, and cold drinks.
LEDFORD AUTOMOTIVE is a full service car care shop owned and operated by Milton Ledford. Ledford offers reliable, trustworthy automotive repair that goes above and beyond what one would expect from a dealership or chain store. He is the kind of mechanic that your dad would recommend.
INFOTANK is an Atlanta based consulting firm known for its ability to deliver knowledgeable solutions. They serve companies who need the skills and competency of high-level technology professionals but don't need a full time IT staff. Clients include Atlanta Youth Academy, Holy Spirit Catholic Church, Whitefield Academy, and Peachtree Presbyterian Church.
Making his choice as to whom he selected to redesign and venturing out to make some photos of his own as part of his investigation into the kind of client he would be working with during the semester. Again, visual documentation that assisted him with his initial sketches and ultimately his final design.
PHASE TWO:
Rebranding: Sizing Up the Competition
Not included in this entry are some of his notes on the logos he found as he began to size up his competition. Very interesting observations that you can read on his blog.
The business I have chosen for the rebranding project(s) is The Vineyard Wine Market. Here are some logos from the competition:
PHASE THREE:
The Vineyard Wine Market (Atlanta, GA)
The Mission of the Vineyard Wine Market is to provide quality, boutique wines at fair prices while educating customers about the art of winemaking, and sharing a truly great wine experience.
Buzzwords: Traditional, Specialized, Quaint, Distinguished, Unpretentious.
The Beautiful interior of The Vineyard Wine Market and The V2 Wine Room:
PHASE FOUR:
Some Logos for Inspiration
The following logos were selected by my client, The Vineyard Wine Market, for potential inspiration. These are logos that Anthony felt captured some of the feel and attributes of his store (minus the turtle).
Anthony's preference appears to be classic design and traditional serif typefaces together with a clear, elegant, uncomplicated approach.
PHASE FIVE:
Wine Label Inspiration
These wine labels seem to encapsulate the ideas I am searching for: the classic, elegant (Quintessa) sophistication associated with fine wines as well as the simple, unpretentious, even fun (Educated Guess), sentiments of the wine experience.
The "wine experience" is where the classical and traditional meet the contemporary and accessible.
PHASE SIX
Rebranding Logo Development Project Brief
Company profile
The Vineyard Wine Market (VWM) is a quality boutique wine store and Tasting Room (V2 Wine Room) that offers a distinct selection of fine wines at commercial pricing. The V2 Wine Room offers weekly tastings of unique wines from around the world. VWM is passionate about the art of winemaking and its consumption offering customers a truly memorable wine experience. Opened in Februrary 2006 by Anthony and Joseph Alvarez, VWM is committed to educating customers about wine while giving them the best taylor-made service possible.
Market Position/Competition
VWM is a small boutique wine shop that is able to compete with grocery store chains, liquor stores, and other wine specialty stores by offering customers superior service and education in a beautiful, unique, "wine country" setting. Because VWM is located in a transient part of Atlanta, brand recognition and advertising can be difficult. Word-of-mouth and email are the best ways to reach new customers.
Target Market/Demographics
75% female, although large buyers tend to be male.
30 -55 age range.
Moderate income with some discretionary income.
Most customers live within 1-5 miles of the store.
Upwards of 40% of customers are educated about wine. This figure is somewhat substantial when considering people who purchase wine from grocery or liquor stores.
Communication Objectives
VWM requires a design that truly speaks to the values and desires of a trend-driven, sophisticated audience. The objective is to design a logo that captures the essence of the unique "wine experience" in order to increase market appeal and set VWM apart from its competitors. The logo should communicate two seemingly contradictory sentiments; the traditional, time-honored art of fine wine and the approachable, un-arrogant pleasure of contemporary wine consumption.
PHASE SEVEN:
Pencil Sketches
PHASE EIGHT:
Logo Typeface Study
PART NINE:
VWM Vector Graphics
PHASE NINE:
Vineyard Logo Update
PHASE TEN:
Vineyard Logo Refinement
First is another option working with the wine bottle approach. This time the bottle is a more realistic representation (with 3 colors). I cropped the bottom half of the bottle in order to better integrate it with the strong horizontal type.
Second, working with the placement of the type, this time set against white and placed in the middle of the bottles. The negative space begins to give the impression of wine bottle labels.
In the last example, I further refined the "label" idea by giving the negative space a sense of depth in the front-most bottle. I think this makes the negative space feel less like an white banner laid across a flat plane, and more believable as elements of three dimensional objects.
PHASE ELEVEN:
Proposed Color Scheme
PHASE TWELVE:
Finalized Logo Perhaps?
Below is the latest version of the VWM logo. I have increased the three dimensionally of the bottles by giving them a stronger perspective, representing how wine bottles would actually appear as you viewed them placed on a table. It better captures the "landscape" between wine-drinkers. This further enhances the V shape placement as well. The bottles in the back are now a different color to allude to white wine. I have opted to remove "& gifts" from this logo so that "wine market" is larger and thus, will be more readable when the logo is shown in smaller sizes.
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