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LET ME TELL YOU ABOUT US:

INTRODUCTION

Cellarthief.com is uniquely positioned as a web 3.0 commerce site offering hand-crafted and hand-selected wines to consumers in a way that erases the mystique of wine buying and reduces the price of drinking great wines. Our goal is to bring great wines to cool people at a good price. The brand has to be different - unique, innovative, hip, next-generation, not like all the typical, easy, "oh how romantic" kind of wine logos/brands out there. Think bold. Think fun. Think innovative. Think clean and slick while being playful.

GOAL

Empower wine lovers to discover and explore great wines of the world, grow their wine knowledge, while having fun and not taking it too seriously along the way. Further, the company aims to create urgency with consumers to purchase wine easily and quickly without the common confusion of buying wines online or the regular hesitation.

Vision for customer: To add the same value as a wine explorer receives from a favorite wine steward at the local wine shop: informative, fun, unpretentious, social and pleasant, makes great recommendations that focuses the choices.

POSITION

Cellarthiefs brand position is premium wine and hands-on wine education without the stufness. Further, this brand positioning is articulated to the consumer that we get inside deals based on our industry know how and connections. As an undercurrent of marketing and positioning, the company will focus on Cellarthiefs unique proposition of putting control in the hands and wallets of wine consumers.

MEANING OF THE NAME

CellarThief is a play on words as Thief has two meanings:

-Meaning One: A person who steals

-Meaning Two: Long tube usually made of glass, that is made for extracting samples of wine from a wine barrel"

VALUES

Educational

Value

Premium

Innovation

Discover

TONE OF VOICE

Passionate, fun and premium - The anti-wine-snob

HERE IS WHAT WE NEED:

A break from the norm of the typical burgundy and lace wine brands...

Think about bold while being simple, fun while being sophisticated, edgy while being clean and forward-thinking. We need a design that pops, that you know is wine-related but also know that it is a different kind of wine experience.

We need a brand that can easily be dropped into our website, print materials, etc...

We need a brand that has a cool icon that can be extracted from the name and stand on its own...like a badge that people are proud to show-off (think about the apple logo/nike/etc...)

What we don't need: the same ol' bland, typical, "look at how romantic we can be" logo in the standard wine colors.

OUR TARGET AUDIENCE IS:

TARGET MARKET

Young, adventurous folks who like great music, great fashion, great food and GREAT WINES. They like a deal, they like being an insider, they are the kind of individual people want to hang out with because they know all the latest stuff and are a blast to hang out with.

Exploring Eva

Age: 26, Boulder, CO

Education

College Educated at mid-tier school

Groceries

Trader Joes and Whole Foods (occasionally)

Furniture

Ikea, West Elm, CB2

Phone

iphone

Social Involvement

Twitter

Facebook

Delicious

iPhone apps

Blogs

Car

Scion

News

Blogs

Wine Knowledge

Blogs

Annual Income

$55,000

Family Situation

Single and Dating

Typical wine experience

Overwhelming and intimidating but fun as learning something new

Hangouts

Ethnic Restaurants

Outdoors

Professional

Creative/Design

Hobbies

Travel, Outdoors, Online, Fashion

SAVVY SAM

Age: 32, Chicago, IL

Education

College Educated at mid-tier school

Groceries

Whole Foods

Furniture

Crate & Barrel

Independent stores

Phone

iphone

Social Involvement

Twitter

Facebook

Blogs himself

Car

Mini Cooper

News

Digg

CNN

Blogs

Wine Knowledge

Blogs

Local classes

Annual Income

$90,000

Family Situation

Married & discussing having kids

Typical wine experience

Fun

Overwhelming

Hangouts

Wine Bar

Jazz Club

Independent Restaurants

Professional

Creative management

Hobbies

Travel, independent lm, Blogging

WE LIKE THESE DESIGNS:

A whole host of fresh, creative, unique, bold (while being clean, slick and sophisticated) logos on:

Logopond.com

Brandstack.com

(as well as a lot of the cool stuff popping up on Crowdspring)

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

Don't be...typical

Do be...creative...and fun...and unique...and bold

Materials

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