Brand identity and visual language refresh for a countrywide fine wine and spirits merchant.
In the highly saturated retail space, standing out in the crowd of competitors is no easy task, but it is possible when your brand has been perfectly refined.
Learn more about this project
Norman Goodfellows has been a trusted name in the liquor retail industry since 1976, positioned as a premium brand that provides customers with the finest wine, spirits, malts, soft drinks, party services and gifts. Although a popular brand, Norman Goodfellows faced some challenges.
Being a retailer, the brand primarily co-exists alongside other alcohol brands, and was always seen as a secondary brand. The brand also didn’t translate well in the digital age, as the identity was initially designed for traditional print mediums. To resolve these problems, there was a need for a brand identity that would be more prominent, differentiated and easily translatable across all mediums.
To gain more dominance and visibility during co-branding, Circle designed the new brand identity with an evolutionary shift. This evolutionary design entailed incremental changes that significantly changed the brand for the better.
The new identity is more engaging, fun and clutter-free, with an enhanced colour palette of black, white and yellow. The Norman figure within the brandmark was designed to give him more prominence, allowing him to be used consistently on different backgrounds. Circle established a language for the Norman figure which portrays him as if he is speaking. The language is tongue in cheek to convey a brand that doesn’t take itself too seriously.
Inspired by a bottle shape, Circle designed a golden thread information device which creates clear space for the brand to communicate. It also allows for techniques to deliver information, such as pricing and products in a clear and concise manner.
Circle created a kit of parts which includes iconography used by the brand that can easily be abbreviated, for example a bottle with the brand’s inception date. All the decisions that have been made including the design choices, language and colour palette will continue to deliver Norman Goodfellows as a brand of premium stature for years to come.
Inspired by a bottle shape, Circle designed a golden thread information device which creates clear space for the brand to communicate.
Learn more about this project
Norman Goodfellows has been a trusted name in the liquor retail industry since 1976, positioned as a premium brand that provides customers with the finest wine, spirits, malts, soft drinks, party services and gifts. Although a popular brand, Norman Goodfellows faced some challenges.
Being a retailer, the brand primarily co-exists alongside other alcohol brands, and was always seen as a secondary brand. The brand also didn’t translate well in the digital age, as the identity was initially designed for traditional print mediums. To resolve these problems, there was a need for a brand identity that would be more prominent, differentiated and easily translatable across all mediums.
To gain more dominance and visibility during co-branding, Circle designed the new brand identity with an evolutionary shift. This evolutionary design entailed incremental changes that significantly changed the brand for the better.
The new identity is more engaging, fun and clutter-free, with an enhanced colour palette of black, white and yellow. The Norman figure within the brandmark was designed to give him more prominence, allowing him to be used consistently on different backgrounds. Circle established a language for the Norman figure which portrays him as if he is speaking. The language is tongue in cheek to convey a brand that doesn’t take itself too seriously.
Inspired by a bottle shape, Circle designed a golden thread information device which creates clear space for the brand to communicate. It also allows for techniques to deliver information, such as pricing and products in a clear and concise manner.
Circle created a kit of parts which includes iconography used by the brand that can easily be abbreviated, for example a bottle with the brand’s inception date. All the decisions that have been made including the design choices, language and colour palette will continue to deliver Norman Goodfellows as a brand of premium stature for years to come.
