The shed: Part 4, the final cut
Updated: Feb 18
Back to the drawing board After coming up with the shed name and logo and feeling confident about my decision, I realised something still wasn't clicking. This was straying too far from the brand’s positioning as a wine that is “as sweet as jam”, which is what truly separates the wine from its competitors. There are many wines that exist that can be said to be “approachable” and "suitable for every occasion" but Jam Shed's whole story is rooted in it’s sweet taste that came to be because of the factory it was made in. From this thought process – very simply, I looked to fruit for inspiration! Idea 3: Fruit
The fruit logo
The three most popular flavours of jam are: strawberry, raspberry and marmalade (citrus). This would suit perfectly for my final design. The shed wine will be available as a Shiraz, Rosé and Pinot Grigio (although there is scope to increase these in time!) and these would be represented by raspberry, strawberry and citrus fruits respectively. This also plays on jam shed’s versatility – jam shed originally positioned itself as a versatile wine, but didn’t deliver on this promise as it limited itself to being only a Shiraz.
Certain that I was making the right decision, I went back and did another survey to see what my TA thought. This time comparing the different designs I came up with. As design is an iterative process, it was important to frequently refer back to the participants of the survey to understand their thoughts. (Ambrose, 2015) Overwhelmingly, the Shed logotype was the most successful design. It seemed that a crucial aspect of wine branding for my target audience was the easily distinguishable logo. Many respondents believed that the logo was fun, modern, and would persuade them to buy the wine. They felt the fruit logo (above) was unappealing and uninspiring and they felt looked too much like a juice than a a wine bottle.
The Final Design Once again I returned to the drawing board to create the final design, which incorporated the shed logo but in a modern and fresh way. The logo itself being the label, rather than printed on a plain background. Margulies (1970, cited in Borja De Mozota, 2003) found that colour not only attracts the attention of the individual but also provokes various emotional states. Therefore it was important to choose the right colour for the brand. I chose pure orange (HEX #e65300) as it incites excitement and enthusiasm as well as being warm. In marketing this colour represents a friendly, cheerful and confident brand, which is perfect for the shed wine.
The shed logo explained
The bottles would feature a screw cap, a favourite among the TA, in bright, vivid colours which would match the descriptive label beneath the shed logo.
The shed wine varieties
The Final Design
Ambrose, G., 2015. Design thinking for visual communication Second.,
Borja de Mozota, B. and Design Management Institute, (2003) 'Design management : using design to build brand value and corporate innovation', New York : Garsington: Allworth / Design Management Institute pp. 81-113.
The Fast Company (2014) What Your Logo’s Color Says About Your Company. Available at: https://www.fastcompany.com/3028378/what-your-logos-color-says-about-your-company-infographic (Accessed 8 March 2020) Neumeier, M. (2006) The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview Rev., Berkeley, Calif. : London: New Riders ; Pearson Education.