Bringing Back Natural Wine
Light Years came to us to create a new brand for their natural wine purveyor business that would entail brick and mortar as well as e-commerce.
From our audience research, we found four distinct segments. Based on behaviors, motivations and interests, the "Brand Fan" segment emerged as our target persona. When this persona likes things, they really like things, giving them ambassador potential to draw in the other segments.
With this, we wanted to create a brand that the audience could have fun with and wanted to share.
Keep Wine Alive
The tagline was intentionally developed as a call to action around the process of natural wines: growing and picking grapes, and then turning it into wine through fermentation. It then doubles as a nod to one of natural wine’s most intriguing aspects–it’s alive. While conventional winemakers will de-gas wine, natural wine still has its carbon dioxide, which is a natural by-product of fermentation.
At its heart, Light Years celebrates how wine-making began, completely unaltered. So at the heart of the brand we wanted the logo to speak to that traditional feeling.
Given that natural wines don’t fall into the commercialized categories that most people have learned to identify wine by, we wanted to proactively eliminate the intimidation factor and make sure that customers didn’t have to be natural wine experts to find a wine they like.
To do this, we designed a visual system that the Light Years team could use to easily communicate things about the wine—from the color of the grape to the overall vibe it evokes.
