POMO CREATES UNIQUE BRANDING & CUSTOMER SERVICE
EXPERIENCE FOR BAROSSA WINERY & CELLAR DOOR
To do so, LWE engaged POMO to not only devise a new brand for them but to help them create a full customer service experience for the winery.
WHAT WAS POMO'S METHODOLOGY?
This project involved not just designing a brand but creating a full customer service experience. This involves helping the client to identify and design every touch point between customer and brand - what should that experience be like? How should it look, feel and work? What will each of those experiences communicate to people about the brand? How do we ensure that they get the right messages?
To be successful, this type of project requires a deep level of brand analysis and strategy. Working with POMO, the team at LWE was guided through POMO's unique strategy-driven branding methodology.
The aim of this process is to define in great detail each and every aspect about the brand and the brand's deep connection to the values and drivers of the business. Through workshops and research, POMO wrote a highly detailed and completely customised Brand Strategy for LWE which was contained in a formal document presented to the LWE Directors in mid 2015.
This document represented powerful expression of the fundamentals of the business and its expression through the brand. This document is the strategic starting point for any branding project undertaken by POMO.
POMO was then able to undertake creative design work which was aimed at creating the formal expressions of the brand.
THE BRAND APPLICATION
Normally brand application refers to places where the brand might appear such as stationery, signs and uniforms. While it is true that POMO have helped LWE apply their brand to some initial uses (shown here), this project demanded a larger vision.
LWE wanted to create a unique cellar door experience for their winery, capturing the attention and imagination of Barossa visitors and locals. This was the initial commercial focus for the company. POMO worked with LWE to develop concepts for the cellar door experience that would be unique in the region.
The cellar door experience was aimed at expressing LWE's core brand values of artistry, creativity and celebration. It also needed to embody LWE's cultural brand foundations - connection to local terroir, history and the Barossa wine tradition.
By taking an advisory role, POMO was able to influence and steer the interior design and landscape design process to ensure that decisions were made by these designers that appropriately communicated LWE's brand messaging. Working in a cross-disciplinary, collaborative fashion POMO was able to ensure that these physical expressions of their brand were on-point and done in a curated and careful manner.
WHAT'S HAPPENING NOW?
POMO is currently working with LWE to create a full customer service brand experience which covers all digital customer touch points from online ordering, wine labelling, packaging and delivery.
POMO is continuing to work with LWE as they prepare for their first vintage of 2016 estate-grown premium Australian wines.
"POMO created a brand that we love. Not only was it a perfect expression of everything we are about but it stands out in our crowded and competitive market."
– Will Bolton, Director, Lindsay Wine Estate
If you'd like to gain access to POMO's unique methodology for any project, don't hesitate to contact us today on 1300 762 865.