DARK HORSE WINE REBRANDING BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
1
WHAT IS THE PROJECT? Dark Horse wants to prove that a good wine can be affordable. Their current personality feels a bit flat for the crowd they are ultimately attracting. This project is a proposed rebranding for an existing company that includes logo, stationery, bottle and box design, as well as website and POS collateral.
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
2
WHO IS THE TARGET AUDIENCE? 21-35 year old men and women • Northwest (WA, CA, OR) Purchases wine mostly by choosing interesting label. Shops at Trader Joe’s, Fred Meyer, QFC. Usually purchases wine under $20.
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
3
CURRENT BRANDING
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
4
MOOD BOARD & INSPIRATION
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
5
SKETCHES
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
6
SKETCHES
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
7
TYPE RESEARCH
BROOKE MARTIN DESIGN
black grotesk
egyptienne
griffith gothic
malaga
neo sans
quadrat grotesk
titling gothic
today sans
Dark Horse Wine Rebranding
8
LOGO COMPS
ARKHORSE DARK HORSE
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
9
FINAL LOGO
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
10
LOGO COMPARISON
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
11
FLAT STATIONERY
Card uses Spot Uv Coating treatment for shiny and matte black finishing- shown here on gray for readability.
CHARLES MARTIN CEO & SOMMELIER
BROOKE ANDERSON 2620 NW 56TH ST #202 SEATTLE, WA 98107
425.617.7724 cm@darkhorse.com
SUITE 55 MANOR WAY • SEATTLE WA
CHARLES MARTIN CEO & SOMMELIER
425.617.7724 cm@darkhorse.com
darkhorse.com • 425.617.7724 SUITE 55 MANOR WAY • SEATTLE WA
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
12
STATIONERY MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
13
FLAT LABEL
Cabernet sauvignon california 2010
BROOKE MARTIN DESIGN
the 2012 darkhorse cab has aromas of coffee, mocha & ripe blackberries. The palate is rich & intense with flavors of mocha, dark fruit & hints of vanilla.
BOTTLED BY darkhorse winery, modesto, CA CONTAINS SULFITES • 750 ML GGOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIc beverages DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY
Dark Horse Wine Rebranding
14
BOTTLE DESIGN
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
15
BOX MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
16
IN-STORE SIGNAGE
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
17
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
18
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
19
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
20
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
21
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
22
WEBSITE MOCK UP
BROOKE MARTIN DESIGN
Dark Horse Wine Rebranding
23