Winelab

The art of making value look stylish

Moscow based JSC Synergy is one of the leading producers of distilled spirits in Russia and employs more than 7,000 people. The group is continually seeking to develop and introduce new brands and delivery channels into the market place.

When is a discounter not a discounter? That was the challenge we were given when Synergy approached us to work with them in developing the brand for a new Russian wine discounter called ‘Winelab’. The brief was to create retail brand platform design a value-driven retail proposition – without a cheap look and feel.

We created a brand identity and retail environmental design concept that has strong wine values, is bright and modern with a contemporary American feel. Launching within a crowded marketplace, it makes striking use of colour to achieve stand out visibility

The majority of product is to be sold in palettes or boxes within an environment that utilises steel and glass to create a functional, modern architectural feel with dynamic impact. Transparent facades will allow plenty of vision from the outside and merchandising will use height to help communicate value and authority.

The stores, ranging from 500 – 1000sq m in size, will include customer wine tasting areas.

A bold visual language has been developed to highlight range, choice and value, whilst incorporating a level of expertise and advice, to create an easy and enjoyable shopping experience for the customer.

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