- Brand Identity
- Web Design
- Campaign Design
Chill with friends
Chill are a group of established off licences located in Derry City. Known for their wide range of exclusive wines and beers they have set the bar for independent off licences in Northern Ireland. Barossa valley to Bordeaux you name it and Chill will stock it. Chill aren’t in business to fit in with the crowd but to supply the finest quality wine, spirits and beers the world has to offer.
The task was to reposition the identity to be more in line with their exclusive offering, whilst retaining the community feel to the brand. We couldn’t venture to close to the ‘super high end’ but certainly be influenced by that ambitious styling. The brand must be noticeable to the higher spending customer but also accessible to the regulars.
We met with the senior team at Chill a number of times to discuss future plans and ambitions for the brand identity. The focus groups opened discussions on ideal customers and profiling the key demographics. A big point of action was the online trade which needed addresses in a digital strategy which we worked on for a number of months with the team, following the chosen identity. Online sales are just as important to the Chill team, replicating the same service and selection from the bricks and mortar stores was essential.
We designed the identity with all points considered from the focus groups. A clean, modern type mark that paired up with a beautiful roundel which can be seen across interior and advertising. The slick navy and silver palette are a nod to the previous ident however refined for future use across all of Chill’s premises. We worked closely on the shop fit outs and online presence with Chill and continue to develop brand materials for them as they continue to grow.