Antiyal - Red Wine

- Antiyal Logo Redesign August 14, 2014 Greg Vinson

Creative Brief Greg Vinson July 31, 2014 Cooperate Identity ANTIYAL CREATIVE BRIEF 1. Background Summary: Who is the client? What is the product or service? What are the strengths, weaknesses, opportunities and threats involved with this product or service? Are there existing research, reports and other documents that help you understand the situation?

“Antiyal was founded in 1996 by Alvaro Espinoza and family. It is us here now– the family, writing this website and we shall be maintaining the harvest blog ourselves as well. Often referred to as the original ‘Garage Winery’ in Chile, today Antiyal has grown into a modest but personably sized winery that maintains a strict focus on quality. Antiyal is a Mapuche (native Chilean) word that means “sons of the sun†.

We practice organic and biodynamic agricultural as a means to seek truer flavours from the earths that surround us in the Maipo Valley.”

2. Overview: What is the project? What are we designing?

The project is to redesign the identity system/logo of a wine company to reflect the client accurately and effectively. The new brand logo will be applied to a letterhead, business card, envelope, and whatever other necessary collateral.

3. Drivers: What is our goal for this project? What are we trying to achieve?

The goal is to accurately reflect the brand through a fresh logo design and through application to a letterhead set and supporting collateral. I am trying to give the brand an updated look that also gives it a family owned and quality feel. Ultimately we want it to pop off the shelf and draw in new customers while maintaining the current customers.

4. Audience: Who are we talking to? What do they think of us? Why should they care?

The primary audience would be young adults ranging in age from 30-55 who enjoy a glass of wine with dinner every night. Not many people know about Antiyal but it’s a good quality wine, family owned and run, and it’s affordable for any income.

5. Competitors: Who is the competition? What are they telling the audience that we should be telling them?

Antiyal is a grocery store shelf wine so it has lots of surrounding competition. When looking at wine on the shelf, several of the bottles look extremely similar making them all blend together, which is what I am looking to avoid with the logo/design of the label. We want it to stand out from the crowd in a good way that shows quality, uniqueness, and taste.

6. Tone: How should we be communicating? What adjectives describe the feeling or approach?

Bold, family made, genuine, authentic, etc.

7. Message: What are we saying with this piece exactly? What do we want audiences to take away?

The audience should look at the bottle of wine and see that it looks like quality and authentic Chilean wine while maintaining an affordable price.

8. Visuals: Are we developing new images or picking up existing ones?

I am thinking about using similar symbols for the sun (since their name means sons of the sun) and so that their current customers will continue to recognize and purchase the new and improved Antiyal red wine.

Competition

Mood Board

Inspiration

Sketches

Rough Comps

Antiyal Antiyal

Antiyal

Antiyal Antiyal

Antiyal Antiyal

Antiyal

Final Logo

C: 33 M: 37 Y: 87 K: 06 C: 18 M: 88 Y: 91 K: 08

LOGO TYPEFACE: HILL HOUSE REGULAR BODY TYPEFACE: STHeiti Regular

Information For more information please visit: antiyalwines.com

Contact To get in contact with us, please email: marina@antiyal.com

About Us

Winemaker

Antiyal was founded in 1996 by Alvaro Espinoza and family. Often referred to as the original ‘Garage Winery’ in Chile, today Antiyal has grown into a modest but personably sized winery that maintains a strict focus on quality. Antiyal is a Mapuche (native Chilean) word that means “sons of the sun”. We practice organic and biodynamic agricultural as a means to seek truer flavours from the earths that surround us in the Maipo Valley.

The trouble with writing about one’s own winery and wine is that, inevitably, one has to write about oneself. I submit to you that many more things than I ever would have imagined have already been published, mostly by people who knew their wine very well, and generally afforded fair treatment. So, consult them, ‘google’ them and don’t let me mislead you with prose for my part in all this is in the bottle and I have to get to work for the harvest is just beginning. I would add only that I have enjoyed tremendous opportunities working all over Chile, and abroad, across an immense mosaic of terroirs with a myriad of interesting people and that in some small way they have all helped me to grow Antiyal. Thank all of you from the bottom of my heart.

We founded Antiyal to teach our children, and all who would listen, about the earth, work & wine. In 1998 we produced ten barrels, or 250 cases (3.ooo bottles). It was a mix of Carmenere, Cabernet Sauvignon & Syrah. Later in 2001 we launched Kuyen, a blend of Syrah & Cabernet. Kuyen means “moon” in Mapuche. It is not a second wine, but a separate project with its own trajectory. Both wines are made respecting the ancient traditions and a holistic vision of people and the earth that is adroitly respected in today’s biodynamic agrictulture.

After a decade of healthy growth today we make 7.000 bottles of Antiyal and about 12,ooo more of Kuyen. It is still very much a family affair and we still craft each wine by hand on our small estate in the Maipo Valley that we call home.

Biodynamics All of our wines are are organically and biodynamically grown.We believe in growing the grapes this way because it lends the wines more genuine flavours with a stronger sense of place. The reality that these fields will also be in better shape for future generations to continue to do the same is also important.

At Antiyal we tend to the plant vigour row by row by using very little irrigation and canopy management. Our fields are about 4 tonnes per hectare and this allows for a holistic maturing of fruit in bricks and tannin. The applying of organic composts and manure from our own farm complete the natural cycle of nutrition lending fertility and balanced health to the vineyard.

Wine is a living thing. It is made, not only of grapes and yeasts, but of skill and patience. When drinking it remember that to the making of that wine has gone, not only the labor and care of years, but the experience of centuries.

- Allan Sichel

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Merlot

Chardonnay Pinot Nior

Antiyal was founded in 1996 by Alvaro Espinoza and family. It is us here now, the family, writing this website and we shall be maintaining the harvest blog ourselves as well. Often referred to as the original ‘Garage Winery’ in Chile, today Antiyal has grown into a modest but personably sized winery that maintains a strict focus on quality. Antiyal is a Mapuche word that means “sons of the sun”. We practice organic and biodynamic agricultural as a means to seek truer flavours from the earths that surround us in the Maipo Valley.

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Wine is a living thing. It is made, not only of grapes and yeasts, but of skill and patience. When drinking it remember that to the making of that wine has gone, not only the labor and care of years, but the experience of centuries.

- Allan Sichel

Copyright © 2009 Antiyal

About

Wines

Winemaking

Visit Us

Merlot

Chardonnay Pinot Nior

Antiyal was founded in 1996 by Alvaro Espinoza and family. It is us here now, the family, writing this website and we shall be maintaining the harvest blog ourselves as well. Often referred to as the original ‘Garage Winery’ in Chile, today Antiyal has grown into a modest but personably sized winery that maintains a strict focus on quality. Antiyal is a Mapuche word that means “sons of the sun”. We practice organic and biodynamic agricultural as a means to seek truer flavours from the earths that surround us in the Maipo Valley.

Read more

Wine is a living thing. It is made, not only of grapes and yeasts, but of skill and patience. When drinking it remember that to the making of that wine has gone, not only the labor and care of years, but the experience of centuries.

- Allan Sichel

Copyright © 2009 Antiyal