Branding
Friday May 7, 2021 By David Quintanilla
Uncork Your Adventurous Side With Laithwaites | Dieline


Laithwaites has lately rebranded with the assistance of the artistic company LOVE. The model is the UK’s founding home-delivery wine retailer and wanted their id to replicate their sense of journey, enjoyable character, and approachability of the model. The supply field options an illustrated map with textual content that reads “Get misplaced in a brand new wine,” additional proving that this model is keen to take your style buds on an journey.

The nice and cozy pinks and wealthy plum colours paired with creamy hues are the proper enhances to the colours of the wine they ship. The wines come wrapped up in fantastically patterned papers, luggage, and bins, and it is clear that LOVE has thought by way of even probably the most minor particulars to make this rebrand gorgeous.


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Laithwaites, the UK’s authentic home-delivery wine retailer, has a brand new model id designed by Manchester artistic company LOVE.

Tapping into the spirit of enjoyable and journey on the coronary heart of the enterprise, the rebrand brings trailblazing tales of wine discovery to the fore to assist Laithwaites construct rapport and popularity with a brand new era of wine explorers.

With nearly half 1,000,000 subscribers constructed up over 50 years within the wine enterprise, Laithwaites is recognised as one of many pioneers in direct-to-consumer wine retail. However with an more and more crowded market and fixed innovation in D2C subscriptions throughout sectors, they realised the significance of staying related and the alternatives a refreshed model id would carry.

CEO of Laithwaites, David Gates, says: “We’ve been devoted to breaking down boundaries between winemakers and customers since 1969 – and we’ve achieved nice success within the course of. This rebrand is about doubling down on our cause for being and reiterating what we’ve been saying for the reason that begin. However in a bolder, extra assured means. Like nice wines, wine lovers come from in all places and all ages group. We now have a model that speaks to all of them.”

Rooted in a spirit of journey

Channelling the corporate’s founding ethos and constructing on founder Tony Laithwaite’s legendary musings on the world of winemaking, the brand new id is alive with color, texture and character. Visually and verbally, it speaks to Laithwaites’ love of wine and the world round it enabling the model to interact extra readily with a a lot wider demographic.

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Impressed by their trailblazing journeys to undiscovered wine areas and continued discovery of remarkable, off-the-beaten observe winemakers, the brand new Laithwaites model promise, ‘Your compass to a world of wine journey’ units an thrilling and involving course. It invitations all wine lovers on a journey – no matter expertise or data. 

Down-to-earth design and comms

Laithwaites has constructed its success on the relationships it has solid with winemakers and prospects through the years, so the rules underpinning the brand new model stem from a easy, down-to-earth reality: they’re wine nuts, not wine snobs. They’ve and all the time might be champions of a extra inclusive, much less elitist world of wine.

As such the visible id leads with human and hand-crafted touches. Block printed kind, iconography, handwriting and witty and kooky illustrations recall well-travelled wine circumstances and the early sketches of a younger Tony Laithwaite. Recreated in daring caps, with new model colors and no apostrophe, the logomark is a a lot clearer signpost for the inclusive and trendy enterprise they’re right now.

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Interviews with Tony, his spouse (and authentic enterprise associate) Barbara, their three sons and the broader Laithwaites management, closely affect the brand new tone of voice. Complementing their present wine writing in print and on-line, it offers the model a single, larger-than-life voice to assist them broadcast a singular backstory, perspective and character throughout all buyer comms.

David Palmer, Government Artistic Director at LOVE, says: “No different wine enterprise has a narrative like Laithwaites. From one man in a van to a family identify – it’s the stuff of legend. This gave us strong floor on which to construct the brand new model. Staying true to the roots and character of the enterprise, we created one thing that – whereas very completely different from the place they had been – is all about them. Stuffed with color, heat, humour, mischief and love, this rebrand is what many years of wine journey seems and looks like. Trustworthy to a pioneering enterprise and irresistible to anybody who loves discovering new wines.”

The brand new id rolls out throughout Laithwaites print and digital platforms right now.

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