Project Type { Brand Design & Web Systems
The Quickway Group is a family owned and operated purveyor of fine wine and beer with its roots firmly planted in Dallas, Texas. The Quickway Group has been serving Dallas and now all of Texas and Louisiana since 1950.
The Quickway Group sought to create a high-end retail wine store with an upscale/hip edge. Quickway's desire was to create a branded environment with in-store sampling and education as a platform, and make educated decisions when purchasing wine. Cork's unique selling position is its state-of-the-art Italian wine storage and tasting system.
Our Brand Sage took the Quickway Group through an intensive, one-month Brand discovery camp where they forced us to visit wineries and wine tasting venues. Hard work. Based on the discovery we were make recommendations on the name, tagline and messaging systems, set the stage for the brand design and interior efforts, audio branding, sensory branding, branded customer interaction rituals, staff appearance and standards, interactive educational systems and touch screens, and greatly improve our tolerance for consuming alcoholic beverages made from grapes.
Our Design Warriors focused on identity, packaging and environmental graphics that fit the strategy. The team also developed and designed gift cards, signage, receipt holders and custom packaging for wine and other accessories.
OFB Interactive also established Cork’s presence online and in-store with the creation of a custom website, online business system, and touch screen computers for customers. With education a principle concern, the website serves as a virtual encyclopedia of wine knowledge that is accessible using a customer card number. This encyclopedia features information about vineyards and varietals while also offering pairings for food and tracking purchase habits in order to make suggestions based on taste. The customer card, also designed by OFB, allows the business to track purchases and trends directly.
New Brand Tagline: Creating Connoisseurs
Design Birth Place: The design for the Cork Wine Market branding was initially forged during a heated internal design war at the old OFB Meletio Electric Building Studio, 2nd floor. Not sure what time because the designer was unconscious when we found him. Three people lost fingers. It was quite a bloodbath but the free wine helped with the pain.