Branders creates digital brand experience for Globalwine
Globalwine's brand refresh pursued the goal of strengthening the brand's positioning in the dynamic competitive environment, which is increasingly dominated by online retail. The recently launched website is particularly important in this context, as it not only serves as an important sales channel, but also conveys exciting stories about premium wines and their makers and makes them come alive. Through various storytelling elements, customers should always be [...]
Globalwine's brand refresh pursued the goal of strengthening the brand's positioning in the dynamic competitive environment, which is increasingly dominated by online retail. The recently launched website is particularly important in this context, as it not only serves as an important sales channel, but also conveys exciting stories about premium wines and their makers and makes them come alive. Various storytelling elements are intended to inspire customers time and again and thus create specific purchase incentives.
Based on various market trends, the potential of different types of buyers as well as their motivation and information behavior when buying wine were analyzed and mapped in customer journeys. For example, information on sustainability in viticulture or recommendations for organic and vegan wines were created because they are attracting growing interest among the target groups and have become relevant purchasing criteria.
The online buying experience was enriched with various storytelling elements - these range from stories about winemakers, wineries and regions to wine knowledge and recommendations by oenologist Alain Bramaz. Delivered in a variety of formats, video is playing an increasingly important role, bringing to life topics such as winemaking consulting, tastings, and food pairings, as well as stories about winemakers and wineries, which can be found both on the new website and on a dedicated YouTube Channel find
Responsible for GlobalwineGeri Theiler (CEO), Alain Bramaz (Head Oenologist & Viticulture Consultant), Stefan Lieberherr(Graphics & Design), Brigitte Auf der Maur (Digital Marketing). Responsible for Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Anita Hsieh (Brand Designer), Thomas Hausheer (Creative Brand Technologist), Martin Fähndrich (Video Journalist).
