CLIENT: A. Hardy USA is a national premium wine and spirits import company.
CHALLENGE: Feeling that their existing label was too hindering sales, A. Hardy retained Desert Rose to re-brand their existing Red Corner Cognac VS identity to make it more recognizable and appealing.
PROCESS: Desert Rose Design was retained to provide a Go-To-Market Plan for A. Hardy that focused on revamping their identity with authenticity. We first met with key staff members to gain a better understanding of the product, their needs and the target markets. We then performed a competitive analysis to learn more about the company’s history, define buyer persona and establish the brand’s positioning in the marketplace. We were then able to deliver a Go-To-Market plan that defined a specific goal and included a timeline for delivery.
After meeting with staff members from A. Hardy, we realized history should play a major role in the creative concepts, so the plan was created to design four varying concepts to give A. Hardy an assortment of labels to choose from. Concept #1 was a more modern approach, dividing the label into two parts. Concept #2 was more nostalgic, with a simple label placed along the bottom half of the bottle. Concept #3 used a design element from the Hardy crest—a rooster. Concept #4 was the most classic and “old world”, utilizing two separate labels that looked like parchment paper. A. Hardy chose Concept #4 because of its old world charm.
RESULTS: Since the rebranding, Red Corner Cognac VS has picked up in sales across the board and increased volume even though their was a pricing increase. A. Hardy has even added a few new markets in 2010 and President Mark Levinson believes that the combination of the brochure, bottle and label has contributed to its successful reentry into the market.
Red Corner was also placed on the listing to be sold in the state of Oregon, a milestone that A. Hardy has tried to accomplish multiple times with the old branding. The Oregon Liquor Board Commissioner liked the elegance of the new look and believed it now has a European charm.
The new label received a very positive reception from retailers in its reintroduction at the trade shows in 2010.
THE CLIENTS COMMENTS: “Desert Rose Design really assessed our marketing challenge with the old branding and provided a number of solutions. Their responsiveness and attention to detail is really refreshing. I would highly recommend them.” – Mark Levinson