Client meeting

Sakshi Chaudhari | Graduation Project 2021

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Building a brand is not just about making a logo. Branding is about building an experience that will stay in the minds of people. Branding is storytelling.

Before moving to secondary research and ideation process, there were many things we needed to know to get a better understanding of what our clients wanted to project to the world. So, I prepared a list of questions for our clients.

The aim is to collect stories, values and practices that are unique to the company and can help build a better brand. 1. What inspired you to start this winery? What’s your story? - We started liking wine while in the US. Back home in India, we realized we could not get a good enough wine. Also, at both places we found wines were tough on my wife who has migraine. - Grapes are not only the fruit used for wine... so we started making wines from Oranges, Jambhool and many more, without adding sulfites and nitrates

2. Which fruits do use? - We began making fruit wines with a wide variety of fruit available in our home city of Pune: Orange, Guava, Banana, Custard Apples, Strawberries, Jamun,Grapes (both green and black).

3. What is your current location? - Pune, Maharashtra

4. What is the process for sourcing your ingredients?

18ºNorth | Winery

-Depends, some are imported We go to the market. We pick the fruit

5. Do you grow your own ingredients or source them from somewhere (where)? - No, we don’t grow our own ingriedients Are they organically grown? - No Are they locally produced at your place/ farm? - No

6. Who is your target audience? -Age group - 25- 35 -Geographic location- Maharashtra

7. What is their (target audience) understanding and what do they expect from your products? Understanding of target audience: - It is very smooth, unexpectedly rich, delicate and without any after effects Expectation: - It should be light (light to consume, it doesn’t give you any heavyness). - Fresh 8. Who are your competitors and what challenges do you face from them? -All major wine producers like Sula, Grovers. etc are our competitors plus there are small manufacturers as well.

9. What is your price range? -600-700rs of bottle

10. You’re considering going commercial now – does that mean you’ve been around for some time? Are you known? Who do you imagine your (core) customer to be?

- Yes. We have been making fine wines for the last 5 years, at home. Started with 2 litres a batch, now 35 litres a batch. - 5 tastes: medium, dry, light, neutral and sweet - We don’t sell. Our friends enjoy it with us. Many actually say they have wine ONLY at our place. Many ladies tasted wine the first time with us, tried commercial wines but drink only our wine. - We expect your middle class, choosy, connoisseurs to be our customers. Those who drink not to get out of control but to feel slightly high and do not want any hangover at all

11. Imagine a situation where you can overhear 2 consumers talking about your product. What are they saying? - It is very smooth, unexpectedly rich, delicate and without any after effects.

12. What kind of personality would you like your brand to exhibit? Share 5 words that best describe what you want to project. -Smooth, suave, delicate, rich and delightful

13. Where do you see your brand in the next 5 years (do you have plans of expanding to other products as well? Or will wine remain your main offering?) - Only wine. In Europe and US soon