FINE+RARE BRAND LANGUAGE OVERHAUL
In 2019, international wine merchant FINE+RARE asked me to rethink and reposition its brand language as part of a comprehensive brand refresh that also included an updated and expanded graphic identity by creative studio ABOUD + ABOUD.
After an initial consultancy period in which I identified various areas of brand communication that could be clearer and therefore more powerful, I produced multiple documents to push the brand forward.
My work included outlining a new Tone of Voice, writing a new Brand Guidelines book, and overhauling the brand’s web copy – paying particular attention to the static pages that describe the company and the services it offers. I also created a bespoke editorial style guide to aid linguistic consistency across F+R’s myriad channels and touchpoints.