Belair Fine Wines is a bottleshop located in the Adelaide suburb of Belair. The store specialises in wine, but also features beers and spirits.

Initial client requirements

A newly registered company, Belair Fine Wines approached SouthernXposure prior to taking over the Belair Vintage Cellars store. The directors were looking to “Start Smart” with a clearly defined brand identity, through the development of a marketing strategy and visual identity.

Strategic Branding

An analysis of Belair Fine Wines marketing environment revealed a distinct opportunity for Belair Fine Wines to enter the ‘fine wine retail’ market with a marketing strategy that would differentiate it from other ‘high-end’ competitors. The strategy identified a means of adding value to the service, which would encourage visitors to the outlet from beyond a) the local area, and b) the traditional ‘fine wine’ demographic, for reasons other than purchasing wine.

A logo, visual identity and slogan were generated in conjunction with the strategy. The logo is a contemporary representation of a wine glass laying on its side. Belair Fine Wines resides in a European-inspired building, which features an abundance of unmistakable ‘arch’ shapes. This heavily influenced the design of the logo, which is comprised solely of arches and circles. The recommended, and keenly adopted slogan was ‘appreciate the finer things in life’.

Strategy implementation

The strategy is being gradually implemented by Belair Fine Wines through ongoing marketing consultancy with SouthernXposure, advertising copywriting and design, design and printing of promotional materials (point of sale, flyers, gift vouchers and gift voucher holders etc) and coordination of the Belair Fine Wines Club (including member cards). We are presently designing external signage to maximise exposure to passing traffic and enhance the appeal of the building.