Zoroaster Wines Stylebook by Kevin Folk

BRAND BOOK

ZOROASTER vineyards

TABLE OF CONTENTS creative strategy

target audience

color palette

typography

logo system

touchpoints

Mission Statement Objectives Attributes Audience Profiles pantone

Primary Secondary

Kinetic Application Mark Application Full Logo Application Logo Variations Wine Bottles In-Store Flyer Interactive QR Mobile Device Interaction

04 05 05 07 11 12 14 17 18 19 20 24 26 27 28

CREATIVE STRATEGY

mission statement

objectives

Throughout history wine has been considered a substance that can provide great spiritual clarity. One can come to understand great truths about themselves and the world around them. This connection is a human one, one of intellectual and spiritual exploration. This type of exploration benefits from a straightforward, open, and honest discourse and suffers of all others. It defies the labels of establishment, elite, and high-class. It is not monolithic or unattainable, but can be appreciated by anyone with an open mind and a will to experience.

To suggest sustainability. To educate consumers. To suggest sensibility. To suggest a modern approach. To be clean and clear. To suggest a blend of traditional and modern. To be Earth conscious and environmentally friendly.

attributes Developed taste, sensibility, environmentally conscious, natural, earthy, blending new/ modern with traditional, knowledgeable, accessible, clear, clean, direct and understandable.

TARGET AUDIENCE Adults 21-39 years of age. People who donâ&#x20AC;&#x2122;t already have loyalty to any brand, and who may be less educated on wines, varieties, selection, and appreciation.

audience profiles The Uninitiated. The Apprentices. The Experienced.

the uninitiated This group tends to be the youngest, between 21 and 28 years of age. Drinking is still a relatively new and exciting activity. They tend to not know much about the process of winemaking or grape growing, or wine appreciation and pairing. They may be frequent drinkers, but their drinking habits predispose them to quantity over quality. They probably drink more PBR than Merlot. Many may be students or professionals just starting out. As such, their incomes will be relatively limited. They have a high level of technological integration in their lives, and are active internet users. They tend to be social in larger groups. A house party is more likely than a dinner party. They are also very aware of social trends and issues, and may have strong political opinions. This group will be in the most need of assistance in selecting and understanding varietals of wine. However, it is important to not appear condescending, airy, or pretentious, as these traits will put off the Uninitiated. They will be most receptive to information that is direct and succinct. Reaching them through flyers, e-mails, or the Internet are key points. They are more interested in events than classes. Environmentalism is a key point to catch and hold the attention of this group, giving them a way to connect and communicate with the product.

the apprentices

the experienced

This group has a general understanding of wines, viticulture, and appreciation, but is exploring new experiences. These people tend to be older than the uninitiated, around 28-38 years of age. They will most likely be young working professionals. As such, they have a moderate income. They have a high level of technological skill, and are active internet users. They tend to be very socially active, and aware of their surroundings. They often socialize in moderate to large groups, but also engage in more intimate events as well. They are intelligent, driven, and highly selfmotivated. For them, wine may be an assertion of status.

This group has the most established understanding of wines. They tend to be older than 38 and more established in their lives. They are a group of working professionals. As such they tend to have the highest income of the three groups. Their time is at a premium. This group is the least likely to be social in large groups, opting instead of private events or intimate parties. Status is very important to this group, and they are unlikely to try anything that goes against their tailored image. They also are the least active Internet users, but are likely still technologically proficient. They are dedicated, intelligent, and determined.

This group will be the most receptive to new information, since they have a strong drive to seek new knowledge and experiences. More thorough literature and complex ideas can be shared with this group. They will also be highly interested in events and classes. More thorough Internet sources may also be applicable. Environmentalism will be an important means of generating brand interest and motivating this group to further explore the product.

This group should not be targeted with general and basic information. Only detailed information, or that specific to the brand, should be communicated. Things should not be â&#x20AC;&#x2DC;explainedâ&#x20AC;&#x2122; to this group, just provided. They are more likely to seriously read articles than they are flyers or e-mails. They are far more likely to attend events than classes. Environmentalism will likely be a secondary feature for this group, one that acts to differentiate the brand, but not necessarily define it.

COLOR PALETTE Our warm and rich color scheme is composed of a range of earthy browns, warm oranges, saturated greens and a complex crimson. It brings to mind images of soil, parchment, growth and sunshine.

pantone â&#x201E;˘ Process Black C

1245 C

Black 4 C

378 C

1265 C

384 C 616 C 7421 C

TYPOGRAPHY primary typeface

FUTURA

ABCDEFGHIJKLMNOPQRSTUVWXYZ, abcdefghijklmnopq rstuvwxyz0123456789. headings:

light, upper case

other primary info: book, sentence case

numbers:

medium, sentence case 12

secondary typeface

memphis ABCDEFGHIJKLM NOPQRSTUVWXYZ, abcdefghijklmnopqrstuvwxyz0123456789. 12 pt 10 pt 9 pt

The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

sub-headings:

medium, lower case

body text:

medium, sentence case

The quick brown fox jumps over the lazy dog.

LOGO SYSTEM

This mark is influenced by and derived from the forms of grape vines and their leaves. It is a combination of natural elements and clean symmetric abstraction. The mark functions within a full kinetic system. The leaves of mark are variable depending upon the particular varietal it is branding.

kinetic application

chardonnay

syrah

cabernet sauvignon

riesling

merlot

pinot noir

mark application 0.5 inches

full logo application 0.25 x

0.5 inches ZOROASTER vineyards

x 1.4 x

0.25 x

This mark may never be reduced below 0.5 inches in width or height. No other elements, graphics, or type may be placed within a margin of 0.25 times the width of the mark. The mark is not to be skewed, stretched, or otherwise distorted. When used in an application not referencing a specific varietal, the syrah-leaf mark is used as the primary. When used in a monochrome, any color from the palette may be used which is clearly visible and pleasing. This form is to be primary on the bottles as an acid-etch.

ZOROASTER

0.1 x

vineyards

The logo may never be reduced such that the height of the mark itself is below 0.5 inches or the whole logo is below 0.7 inches. The relationship between the type and the mark may not be altered. The type may be used as a separate mark. The logo is not to be skewed, stretched, or otherwise distorted. This form is preferred in instances of labeling or where the brand name is not otherwise identified. If a single color solution is applied, it must be such that the type does not lose legibility.

logo variations ZOROASTER vineyards

ZOROASTER vineyards

The green-color solution consists of the pantone colors: Process Black C, 378 C, 384 C and 616 C. It may only be applied to marks that use leaves of white-wine varietals. The red-solution consists of the pantone colors: Process Black C, 384 C, 616 C, 1245 C and 7421 C. It may only be applied to marks that use leaves of red-wine varietals.

ZOROASTER vineyards

TOUCHPOINTS All outwards materials will act to communicate the ideals of environmentalism and sustainability, demonstrating in a real way the responsible relationship between Zoroaster and the environment. In addition, materials should act to facilitate a learning environment for the consumer. This environment is one where information is easily available yet not overwhelming. As such, all materials will focus on at least one of these three points: Awareness, Education and Relationship building.

Strategy Awareness

These touchpoints are a means of initially connecting with the consumer. They are a necessity for any further interaction. Examples include wine bottles, front bottle labels and advertisements. It is important to be consistent, bold and clean in order to attract attention and maintain interest while providing a first impression. The focus here is on the uninitiated audience group.

Education

Here we have an opportunity to work with the consumer to expand their knowledge of the product and brand while reinforcing their conception of Zoroaster. This furthers brand awareness by increasing visibility and utility. Examples include in-store informational flyers, back bottle labels, the web and interactive components. The focus here is on the apprentice audience group.

Relationships

At this stage the consumer is actively invested with the brand. These touchpoints provide and sustain interactions which will reinforce education and awareness. This also acts as a second avenue of approach for some consumers experiencing Zoroaster in a non-commercial manner. Examples include wine-tasting and appreciation events and classes, sponsorships, community activities, and environmental and bottle-reclamation projects. The focus here is on the experienced audience group.

wine bottle front

wine bottle reverse

in-store flyer

interactive QR

Flyer.pdf 1 12/11/2010 8:26:38 PM

A Guide to Enjoying Wine ZOROASTER

Useful Wine Terminology vineyards Aperitif: A wine drank as a means of stimulating the appetite. Appellation: A Geographically delineated wine-growing region. Biodynamic: Farming practices based on the philosophy of Rudolf Steiner. It is a holistic approach mixing spiritual and practical guidelines.

Breathing: The interaction between a wine and the air upon opening. Coates Law of Maturity: A wine will remain at optimal drinking quality for a period of time as long as it took for the wine to mature.

Noble Rot: Botrytis Cinerea, a fungus which causes grapes to shrivel,

increasing their sugar content. This is essential in a number of wines.

Nose: The aroma or bouquet of a wine. Quaffing Wine: A simple every-day drinking wine. Tannin: Astringent plant compounds which give wine its ‘puckering’ quality.

These come from the grape, seeds and stems, or from the barrels in which the wine is aged. It is an important balancing element in the aging process.

CMY

Terrior: The set of special characteristics bestowed on a wine as a result of

their environment, a combination of geology, weather, culture and technique.

Typicity: How well a wine reflects its variety and terrior. Varietal: Wine made entirely from a single grape variety. Vintage: Wine made from grapes of a single year’s harvest.

Wine Ratings Explained 95 – 100: 90 – 94: 80 – 89: 70 – 79: 60 – 69: < 59:

A Classic and excellent wine Outstanding with superior character and style Good to very good, with special qualities Average, drinkable but with minor flaws Below average, not recommended Undrinkable, poor

Visit zoroasterwines.com for more information Printed on 100% post-consumer recycled materials

QR codes

Quick Response codes are a matrix bar code which can be read by mobile devices with a camera. These codes direct the consumer’s device to display information or complete a task. In our instance, the code will direct the consumer to a Zoroaster web page specific to the wine on which the code was located.

mobile device interaction

Here a consumer is directed to information on Zoroasterâ&#x20AC;&#x2122;s 2008 Washington State Riesling. The consumer then learns about the regionâ&#x20AC;&#x2122;s geography and topology and its effects upon this particular vintage.