Applied Wine http://www.appliedwine.com is a restaurant services company that offers full-service wine programme management to restaurants in Hong Kong. Our objectives are to make great wine programmes easy for restaurants, and make wine more accessible, personal and fun for customers.
To date our company has been focused on B2B, but it is time we started communicating directly with the consumer. For this we will introduce a new name and brand identity.
We envision that this name will be used with a third word as in wine.simple.*alternate*. ‘Alternate’ is a word one would associate with wine in a situational way, i.e.success, romance, elegance, prospect, etc. The words should likely be separated by a period, colon or similar. Here are some examples how it might be used:
wine.simple.romance (Valentine’s day promotion)
wine.simple.chuichow (regional cuisine)
wine.simple.paxton (focus winery for event)
wine.simple.home (home delivery)
In the case of the name wine.simple, we want to express ‘simple’ in a positive light – clarity, ease, and confidence. Our wine programs are designed to make it easy for consumers to find a wine they will enjoy with their food by selecting from a few thoughtful choices, rather than a long, complex list. Another way to think about our program is that we are ‘your friend in the wine business’. Think of that person you know to whom you hand the wine list when at dinner and ask them to choose. Our program is that person. Friend trusted, expert, great quality, great value.
We are primarily targeting age 30-50 professionals in Hong Kong and China who drink wine or are interested in wine.
We’re looking for a logo design that can deliver our philosophy and vision behind “wine.simple.” Since we are based in Hong Kong and China, the logo should look international while avoiding Chinese and traditional wine stereotypes.
We prefer a look that is clean, sophisticated, modern and, of course, simple. Although the parent company (logo included) uses black and burgundy, any color scheme will be considered for this project.