Branding - Whitebarrel
We’ve done work for Whitebarrel on their other businesses such as Avila, so they knew what to expect with our workshops. We set up some virtual meetings to go over why they wanted a brand refresh and to also pinpoint who their ideal customers are. We discovered they required the new brand to compliment the Avila branding, and that they wanted to appeal to families by creating a space that feels like a holiday for everyone.
We ended up presenting three different stylescapes named: ‘Holiday in the Med’ which felt like a vacation, ‘Green Heritage’ which honoured their past branding and avila branding in one, and ‘Do one thing well’ which seeked to streamline their business as they expressed they were struggling from wearing too many hats.
For the final stylescape it was decided that they wanted to carry forward the ‘Green Heritage’ visuals but use elements of the other two such as the idea of streamlining their services and adding in some aspirational holiday messaging.
The brand guidelines were based on the final stylescape - but it was important to them that these also communicated their current covid rules and how to use both Avila and Whitebarrel brands together in one piece of marketing. Therefore, the guides are a living document, open to future change.
Because we have a retainer agreement in place with Whitebarrel, we were able to implement the new branding on wine labels and dual-brand assets straight away, but they also wanted the ability to create reactive tasks in-house which is where the brand guidelines have greatly helped.
Matt
He / him; yellow. Creative jack-of-all-trades, Matt is "dangerously knowledgeable" in almost every facet of marketing. His favourite field is branding, and he loves developing inspiring, daring brand identities for organisations who are ready to do something different. But he's equally talented at front end web development and developing digital strategies. He's also the front man and guitarist in local parody heavy metal outfit Evil Scarecrow, plus a huge fan of music, eating in nice restaurants, and going on holiday.
Mel
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
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Chris
He / him. Chris is a co-founder of Rusty Monkey. Chris would like to think of himself as a branding philosopher but in reality it means that he can sit in his hammock and come up with great ideas around business and branding problems. He’s also a BBC-trained camera operator and has worked on many large scale TV events. A technophile. Loves the outdoors and will often head into the countryside with his wife, daughter and camera drone. Really interested in ethical thinking and business.
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
THE CLIENT
Tess and Rik have started up a lot of businesses including Avila and Whiltebarrel. For Whitebarrel, their passion is to create a space away from the daily grind, where people can go to relax and enjoy the simple things in life. It is Rik’s passion to create top notch wine from local grapes, and Tess’ to share the wine with their customers through dining and winery experiences.
THE GOAL
For Whitebarrel’s post-covid reopening, Tess and Rik wanted a brand refresh that would help create holiday-like memories for the locals. They wanted a brand that could transport you to another world, giving you the time to relax and enjoy the company of your loved ones in a simple, beautiful setting.
THE SOLUTION
Tess and Rik realised they were taking on too many things at once, and needed to streamline the menu and business and focus more on doing ‘one thing well’. So we created a brand that had more focus, but could also crossover to their main business, Avila, using a link of agriculture. They also wanted to appeal to a family-based audience so we identified touch points that could help make the experience more family friendly by incorporating the Avila greenhouses into the experience.
THE TEAM
Our creative guild, led by our branding guru Chris.
THEY SAID
"Rusty Monkey do work for both my companies, Whitebarrel and Avila Scientific. They are responsive, professional and most of all innovative! Our branding has won awards, and we cant recommend them more highly."
-- Tess Obiso, Whitebarrel
THE OUTCOME
A streamlined version which makes more sense, and allows their different businesses and passions to crossover in a succinct manner. A new brand that has ignited their old passion and has become more inclusive of families.
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