Rebranding and Launch: Before & After
Boston Wine Expo.
wine is fun… especially NOW. so it was time to refresh this brand.
This project was lead by my Brand Direction and Photography then executed by my team Graphic Design, Patricia, who brought this to life. I wanted the old brand to look refreshed and reflective of where I think wines today exist. Fun, scribbly bottles that catch your attention before your taste buds.
A bit about the project…
While I wanted this project to reflect the newness of the wine world… I didn’t want to leave anybody behind. We held onto the serif font and wanted to slowly ease into the newness without being too funky.
the previous branding
She’s historic, she’s wise… but is she FUN? It’s tough when you are working with something that feels like it holds a story. The Boston Wine Expo is a tradition and has been around for years. There is something beautiful about a brand that is timeless (Shoutout Common Ground Fair for Mainers who get it…)
But there is a fine line between historic, institutional and bland, boring, out of date. This logo was a bit lost… from the bold and modern city name, vines, horizontal nature not designed well for socials and overall busy concepts with the wine bottle as the I. We are in new branding times.
The inspiration for the new look of Boston Wine Expo was to be more attention grabbing and reflective of the new wine era. Wine means a lot of different things to a lot of different people.
With such a diverse audience of wine, this brand needed a chance to stand out to those curious of wine without deterring those experts, winemakers, and OG attendees alike from thinking the brand has gone too trendy.
I think this is best achieved with this fun brand (with many merch opportunities!) to move in a direction of flexible, brand simplicity while pushing the colors. To move with fun and funky fonts but that serif really holding it down. And laaaastly, for our socials to be visually new but informational so that the expert level still stands true in our history of hosting but with a new play on the relaying of information.
