B2B + B2C

Caviste

Crafting a vintage brand and increasing online sales by over 320%

Overview

Caviste is a specialist wine merchant. They passionately seek out interesting wine producers across the world so they can introduce their customers to new and exciting experiences. Caviste appointed Valiant to bring their brand, retail locations and online shop to life. We took them to another level all together, establishing them as approachable, aspirational experts and helping them increase online sales by over 300% in the following year. Cheers!

Independent wine merchants Caviste has two physical and one underperforming online shop. They wanted to look at the best ways to raise their profile, expand their customer base, increase online sales and drive ticket sales for their events. Caviste appointed Valiant to work on their brand strategy and marketing requirements to help them meet their objectives.

Key objectives

  • Design and develop a modern, effective and user-friendly ecommerce site to grow direct online sales
  • Help Caviste expand their customer base
  • Drive online ticket sales for events
  • Build a compelling new brand and visual identity for the business
  • Highlight and promote the incredible combined experience of the Caviste team through marketing collateral

Actions

We kicked off the Caviste projects with our usual “Discover” workshops. These enabled us to really get to know the Caviste brand, the people, their values and their points of difference. Why would people choose to buy from Caviste instead of a supermarket? How can we get Caviste customers to understand the added value of a specialist rather than be enticed by supermarket discounts? It was clear the company needed a brand to reposition them as experts in their fields, specialists who deliver a personal service and help their customers find the very best wine for them. At this stage we undertook some thorough product research – after all it’s all about knowing your customer!

We set out to create a new brand identity for Caviste. Their previous old vine logo was often misunderstood, unclear, messy and outdated, with limited appeal to the broader market they were seeking. The brand identity we’ve created for them is sharper, more stylish and positions Caviste as the experts they are. It works far better online and on retail signage, bags and materials. We introduced a tagline “The Adventure of Wine” to represent the playfulness and excitement Caviste bring with their knowledge, passion and love of their wines.

The branding is now being applied across all marketing materials, shop fronts, retail point of sale and on their new E-commerce website.

Results

The new identity has elevated the positioning of the Caviste brand. The design looks more premium and focused. The retail spaces have been rationalised and now present a cleaner, approachable space. And the first phase of the new website proved to be very successful, with record sales in the first month of launch – January, the hardest month to sell wine in! By the end of February the new website sales had equalled sales for the whole of the previous year. In addition, ticket sales have increased and the online process is saving the Caviste admin time in store.

Deliverables

  • Discover
  • Research
  • Competitor analysis
  • Brand strategy
  • Brand positioning
  • Web strategy
  • Values
  • Key messaging
  • Employee engagement strategy
  • Design
  • Naming
  • Tone of voice
  • Brand development
  • Website design
  • Marketing communications
  • Launch materials
  • Packaging
  • Prototypes
  • Develop
  • Brand guidelines
  • Brand application
  • Website
  • Deliver
  • Brand guidelines
  • Brand application
  • Website
  • E-marketing
  • Sales proposals
  • Marketing communications
  • Industry report
  • Employee engagement
  • Social media

The proof

Online sales increased by 0%

Email marketing campaigns are driving direct sales

We're award winning

We've won these...and more

Project

Award

Twisted Nose / Rebrand + Bottle

2020 San Francisco World Spirits: Double Gold Medal

Twisted Nose / Rebrand + Bottle

2020 World Gin Awards: World’s Best Gin Bottle Design

Tinmasters  / Website

Awwwwards: 2x Honorable Mentions

Tinmasters / Branding

International B2B Marketing Awards: Brand Initiative

Inntel / Branding

Marcom Awards: Gold Award

The Engine Room / Brand + Website

SiteInspire: Site of the Day