|Design Case Study| Vinelab’s new image rebranding has a background story [Part 1].
Rebranding of a well-thought of company concept is always tricky. You have to use what’s already there that worked adequately for the company’s purpose while developing it into a more modern elaborated form. Especially in the case where you are not dealing with a logo lift or general concept lift but specifically with the corporate image and representation of the company.
For a visual storyteller, turning a story or a concept into a visual design is something that needed an extensive experience that involved practice, many trials and errors and certainly a lot and a lot of research and understanding of the content first. In that manner, a prior knowledge and cohesive understanding must be present from the beginning of the work process in order to direct the design thinking towards well-put and thought of directions.
“For a visual storyteller, turning a story or a concept into a visual design is something that needed an extensive experience that involved practice, many trials and errors and certainly a lot and a lot of research and understanding of the content first.”
One of the positive things about working at Vinelab, is that shared knowledge and involvement of each employee throughout his/her work process. for that matter, the prior idea of the history, the representation and the image of Vinelab was well elaborated in my head.
Back to the design, given all these informations four directions were created:
- Elaborating on the concept of the vine as the fastest growing plant that the name of Vinelab is based on and that describes well the nature of Vinelab’s business, the first concept used was the plant element as a reflection of the company.
The incorporation of both the black and gold represented the luxurious part of the service provided and its high level. Also, the plant was represented as an aesthetic element rather than in its organic green image with all what it might suggest.
2. The second concept comes as in an elevation of the original logo. It shows the true facets of the logo as a vine. The network of connections and the formation of what has been the mascot of Vinelab since the beginning “Bacchus”. The Greek God of wine with the symbolism he suggests in the domain of entertainment that Vinelab was a pioneer in.
3. This third one was an experimentation of the meaning of the new slogan used “the science of social influence”. A diversion of the main concepts that come to your mind and a total unexpected direction.
It represents the dissection of the creators into many studies, visualizing all the facets and faculties that Vinelab is involved in: talent management, technology, data and social media.
4. Last but not least, working around the core of Vinelab “Bacchus” by giving him a modern digital aspect. Turning the classical into modern age. The statue of Bacchus is one of the oldest forms of art expression and human representation of someone that was highly regarded. He represented the God that people idolized back then. For that reason, it was logical to turn him into the digital idol that people turn to now a days and the one that Vinelab wanted to empower.
After the first drafts were created, a more profound discussion was built regarding what direction could more efficiently represent the company and what image might be more successful to be incorporated on a large scale and on different mediums and design aspects in the company’s branding elements.
In the next article, you will explore a brief of this discussion and the development of the concept chosen.