Firstleaf takes the guesswork out of wine exploration and tailors world-class wines to personal taste with their AI algorithm. They were having challenges with brand resonance among the young wine enthusiasts they’re targeting, and felt that their brand was becoming outdated.
We kicked off the project by researching Firstleaf’s target audience, the market they operate in, and their competitors. This helped us position and differentiate the brand based on their brand values and personality.
From there two concepts were developed. One was to revolutionize the brand and give it a completely new look, the other to evolve the existing brand further. Firstleaf wanted to keep some of their iconic brand elements, so we went with the second idea: a brand evolution. This meant fine-tuning the existing brand and giving it a more contemporary look and feel that highlights Firstleaf’s curious, fun, and bold nature.