True to the local environment

Brand Background

Revamping the Brand Identity System

Upon reviewing the current state of Canaan Winery's brand, Idea Image identified that while the brand had established a foundational logo, color system, and standard font during its initial stages, it had not developed detailed visual identity guidelines (VI) to ensure consistent design application.

After clarifying the brand positioning, it became evident that Canaan Winery's target audience consists of young wine enthusiasts. Taking this into consideration, adaptive adjustments and detailed refinements were made to the overall VI system. Some details in the original logo were modified, and a set of compositional guidelines were defined to create a more visually pleasing presentation.

The brand's color system is a crucial element for expressing the brand's tone. The existing color system didn't align well with the brand's positioning, prompting the addition of more vibrant and saturated colors to infuse youthful energy into the brand.

Various design applications are employed to accommodate the brand's diverse usage scenarios.

Brand Image Collaterals

Brand image collaterals are a vital component of the brand identity and play a crucial role in conveying the brand's emotions to the audience. The previous brand image collaterals of Canaan Winery were exquisite, sophisticated, and carried a sense of deep heritage, which evidently didn't resonate much with the younger consumer demographic. After discussions with the Canaan team and the photography team, we agreed on an overall brand image collateral style that is bright, vibrant, and highly saturated. This choice aims to emphasize an atmosphere that is grand, clean, and comfortable.

At the same time, we also created a series of brand promotional videos for Canaan Winery, showcasing the overall picture of Canaan Winery and conveying the concept of its commitment to the terroir.

Brand Illustrations

To align with Canaan's youthful positioning, we also developed a set of brand illustrations. These casually hand-drawn illustrations depict a natural contemporary lifestyle, adding a touch of flexibility and versatility to the brand's subsequent applications.

Social Media Marketing

Canaan Winery positions itself in the mid-to-high-end market, upholding core values and respecting terroir, aiming to be a wine brand that represents a lifestyle. Therefore, in the content dissemination strategy developed by Strategy Imagination, Canaan Winery's public WeChat account will primarily showcase the latest brand updates to the general public, create wine brand experiential scenes, and further establish interaction and communication with users.

The updated brand image is also applied to the visual guidelines of the WeChat public account. When operating the public account, maintaining a consistent visual identity can help the brand quickly establish the stylistic tone of the account.

For a brand, there is no one-size-fits-all brand identity system. The market changes, competitors change, and the consumer landscape changes as well. The only constant is change itself. Therefore, managing a brand image requires continuously updating the brand according to the current situation and needs. Maintaining a high level of visual communication is essential to ensure that the brand exudes a sustainable vitality over time.