For centuries there has been a mystique around wine that has made it mostly the preserve of the rich or well-educated. A convoluted language has grown up which has baffled many and made them feel out of their depth.
One of our clients’ wanted to change all that with the creation of an app and social media site which would demystify wine and make it more accessible for all, using the opinions of ‘real’ people as opposed to the ‘expert’ detectors of ‘chocolate’, ‘charcoal’ and ‘hollyhock’.
The name we developed, Chin Chin, was felt to be suggestive of the social ambience in which wine is genuinely enjoyed: people coming together – neither run-of-the-mill nor pretentious.
The next challenge was to give the new brand a look and feel. We knew that it had to have stature (after all it was to represent a premium product) but it had also not to alienate the ‘average’ person / non-wine connoisseur, instead encouraging them to get involved and not feel intimated, regardless of the extent of their knowledge.
It was important that the brand should have a timeless quality, but also that it should be able to sit comfortably alongside Facebook, twitter and google. The middle of the ‘C’ taking the form of a wine glass cleverly reinforces the subject of the app.
The strapline ‘Wine without the waffle’ completes the elegant but straightforward proposition.