Within the initial phase, Brandpulse analyzes the development of the wine trade market as well as the performance of the competitors and subsequently defines the brand positioning in cooperation with the managers of Baur au Lac: The brand stands for high quality consultation for demanding wine connoisseurs and for the specialization in the sales of superb and rare wines. As a result, the brand name is linguistically adapted: “Baur au Lac Wein” becomes “Baur au Lac Vins”.
The new positioning is expressed within the new brand design created by Brandpulse with its new color pattern and pictorial language. The implementation, also done by Brandpulse, includes guidelines for corporate stationery, packaging, consumer materials, POS communication, literature, mailings and vehicles. The entirety of the measures help Baur au Lac Vins to achieve a modern, high class visual identity.
