• A$300

• 141 designs

• 44 designers

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Logo Design Brief

Project Summary – Irvine Fine Wines & Spirits (IFW)
(I will upload an easier version to read version in Word later)
What type of product or service do we offer?
We sell wines and spirits to restaurants and fine wine stores. Only highly awarded and exclusive wines & spirits are offered and we rarely discount. Our products are not in chain stores where prices are often steeply discounted.
How long have we been in business?
9 years, but was purchased by me in October 2011. We are a small business employing only 4 staff Australia wide.
What do we hope to accomplish with our new identity?
Although well known, the business is in need of an image revamp. As an example, client hand outs and keeps have all been designed in-house using MS Publisher i.e. price books, business cards etc. With a great corporate identity, we hope to appeal to more customers and suppliers.
What are our long term goals?
To become the leading small supplier name that restaurants and fine wine stores think of when wishing to update their wine lists and product offerings.
Also, to be the name that low volume and well respected vineyards and spirit producers turn to sell their wines.
Customers and suppliers are to feel that although we are a small, we are an influential distributor.
Audience Profile
Restaurants, fine wine stores, 5 star and boutique hotels, up-market bars
Our existing audience:
Restaurants and fine wine stores
Who would we like to add to our audience?
5 star and boutique hotels and up-market bars.
Perception/Tone/Guidelines
Up market, without being too “stuffy”. Contemporary, but fitting in with traditional views of wine distributors and having empathy with our suppliers’ wine labels which can be old fashioned.
Not loud, but noticeable.We are a small enough to care. Reputation
What type of logo would we like?
Something that instantly is recognisable as IFW, conveys quality, exclusivity & is up-market
Do we have any colours in mind for our logo?
We sell white, red and rose wines. Something that reflects this would be ideal but not mandatory
Specific images or icons we have in mind
Typically, wine glasses, barrels and bottles are included in logos in our market. It would be preferable not to have these but I don’t wish to rule it out either. The wire bottle on http://terravant.com/ looks great.
Communication Strategy
No strategy has been created
The attributes would we like our logo to reflect about our business
Service, discretion, exclusivity, luxury
What is our tagline or slogan?
Service Anytime, Anywhere.
The overall message we are trying to convey to our target audience
We are a small enough to care, Reputation. Service: anytime, anywhere.
Where will our new logo be used?
Letterheads, business cars, website, emails, advertising, banners etc
Competitive Positioning
Upper end of wine suppliers to the hospitality industry
Who are our competitors and what do we think about their logos?
Red and White
Mezzanine Wines
Four Seasons Fine Wines
The Fine Wine Specialist
Fine Wine Partners
Fesq and Company


List competitive URLs if possible:
http://www.redandwhite.com.au/about.html
http://www.mezzaninewine.com.au/
http://www.fsfw.com.au/
http://www.tfws.com.au/
http://www.finewinepartners.com.au/About-Us.html
http://www.fesq.com.au/

What sets us apart from our competitors?
Service, product knowledge, size (small)

Industry/Entity Type

Small Business

Logo Text

Irvines Fine Wines & Spirits

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Look and feel

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