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The smart way to source fine wine
When Fine and Rare Wines was established back in 1994 by two veterans of the fine wine world, they had an ambition to do things differently. They wanted to create a more efficient way of sourcing fine wines, a way of doing things that served their premium customers better.
So they refused to take on large volumes of stock, unlike many of their competitors. They created a sophisticated fine wine brokering platform, Wine Desk, that allowed their consultants to track a huge range of wines from suppliers all around the world with speed, efficiency and precision.
In an industry used to doing things a certain way it was an instant success and their business grew steadily over the years. But Fine and Rare Wines were concerned that in the face of mounting competition, their difference wasn't cutting through enough.
Figtree was tasked with translating the great aspects of Fine and Rare Wines' business into a compelling story and visual and verbal identity.
We sought to leverage their amazing technology, the 30,000+ wines they could expertly pinpoint from around the globe and their more modern attitude in comparison to the traditional world of fine wine.
The idea 'the smart way to source fine wine' references both the efficiency of their business model and the skill of their consultants. This efficiency heavily influenced the revamped identity. The ‘cross-hair' became a unifying visual symbol emphasising the accuracy, speed and precision of their method. The name became a simpler and more confident Fine+Rare.
This project involved:
- Brand positioning
- Brand architecture
- Naming
- Visual identity
- Verbal identity
- Guidelines
- Stationery
- Website
- Advertising
- Ambient
- Brochure
- Packaging