In the initial phase, Brandpulse analyzes the wine trade market development and competitor presence, then defines the brand positioning in cooperation with Baur au Lac management: The brand stands for expert consultation for discerning wine connoisseurs and specializes in selling exceptional and rare wines. This strategic shift leads to adapting the brand name from “Baur au Lac Wein” to “Baur au Lac Vins”.
The new positioning comes to life through Brandpulse’s brand design with its fresh color scheme and visual language. Implementation includes guidelines for corporate stationery, packaging, consumer materials, POS communication, literature, mailings, and vehicles. These comprehensive measures establish a contemporary, premium visual identity for Baur au Lac Vins.
