PROJECT OVERVIEW
Total Discovery is the free rewards program from Total Wine & More. It is meant to encourage exploration of new wines, spirits, and beers. A brand new program that required creation of a logo and all associated brand materials.
CREATIVE BRIEF
Create a new logo and branding in the same family as the Total Wine & More identity that emphasized all three businesses (wine. spirits, and beer).
PROCESS
The logo needed to be inclusive of all three businesses as the program features rewards across all three categories.
Total Wine’s branding features many real world textures, so I looked at textures and iconography related specifically to wine, spirits, and beer to fit within the brand family.
Total Wine’s branding features many real world textures, so I looked at textures and iconography related specifically to wine, spirits, and beer to fit within the brand family.
Early concepts featured bar tools to represent each category and textures that are representative of all three businesses.
