Leading brands recognize the importance of strong category positioning.
Your Brand Story must clearly exemplify your product’s role in your customers’ lives. Iconic brands are built through consumers’ desire for self-expression. Cultural icons speak to cultural anxieties and aspirations, representing contradictions that are in the air at a particular historical moment.
Here is an example of how Sugarman Design helped our client to establish position in the marketplace.
Taking Cues from the Wine Industry
WholeVine Products, sister company to Jackson Family Wines, is a pioneer in a brand new category of food ingredients made from vineyard by-products. Crushed from grape seeds and grape skins, WholeVine’s products include culinary oils, flours, crackers and gluten-free cookies. Sugarman Design used cues from wine label design to create the WholeVine brand identity and clearly position them as producers of vineyard-sourced, varietal driven products. For the grape seed oils, we started with a warm white wine label stock and classic fonts often used in the wine industry. Custom botanical illustrations of grape clusters were commissioned for a timeless, viticultural reference. We chose clear glass to debut the color differences in the grape seed oil varietals. The refined, understated design gives the oils an upscale wine inspired identity.
Sugarman Design Group identifies untapped positions for our clients to generate even more differentiation and market value.