Purpose/Built was engaged to create and launch a comprehensive brand strategy to establish a new competitor within the saturated Niagara wine market.
We had previously worked with Between The Lines Winery founders Greg and Yannick Wertsch so when they were ready to launch their new venture with partners Philip Chae and Lucian Yao, it was fitting they came to us. With broad and diverse experience, the new partnership brought together a wealth of knowledge and understanding of viticulture and winery management that crossed oceans and borders from Canada to Germany to China and Korea. It was important that this cross-section of knowledge and passion for winemaking be reflected in the brand.
The Niagara wine industry is booming and new players are regularly competing for customers with refined and established palettes. To set this organization apart, we needed to develop a brand that would accentuate the central function of the company – offering a full-service approach to winemaking, from product design to real estate planning and canning. To highlight this unique offering, we knew we could leverage the organization’s state-of-the-art products and services.
The brand also needed to reflect the vision of its founders – a supergroup of international winemakers. The experience of the founders varied, with Philip Chae and Lucian Cao adding extensive Chinese and Korean import/export business experience; while Greg and Yannick Wertsch, German-Canadian founders, bringing widespread knowledge of the market as the owners of Between The Lines Winery in Niagara-on-the-Lake. This unlikely collective came together with a shared vision of developing a wine-centric think tank with real estate, management, and product design experience – a first for the region.
Introducing Genesis Wine Group, a brand that exudes a new beginning for Ontario winemaking.
To help launch Genesis Wine Group (GWG), Purpose/Built worked closely with the founders to develop the brand’s look, primarily through logo and web design. We developed a simple, modern and responsive website that represented the values of the founders. It brought the pursuit of innovation to the forefront through GWG’s products and services. At landing, visitors are greeted with GWG’s most impressive work to date – Canada’s original sparkling wine in a can – and introduced to its unique slate of business offerings including winery management and consulting, custom-label design services.
To help launch GWG, we leveraged the introduction of Canada’s original sparkling wine in a can – ORIGIN Aromatic Sparkling Wine (see our ORIGIN branding case study here). We also used this opportunity to introduce GWG team members, and focused on their international experience and long-term vision for the winery. Finally, we developed a news section for the website so visitors could easily track the company’s success. Taken together, these elements worked to build a brand that not only aligned with GWG’s values of innovation but introduced a breakthrough player to the Niagara wine market.
GenesisWineGroup.ca is live and has become a hub for the supergroup’s mission and vision. With the product-first strategy, GWG has become known across the region for its innovation and region-leading canning technology and ORIGIN has become a resounding success with distribution throughout Manitoba, Quebec and LCBOs across Ontario. With Canada’s first canned wine and an integrated brand strategy, GWG continues to live up to its name launching new beginnings in Ontario winemaking. The next phase of GWG expansion is to leverage its founders’ import/export experience to launch two icewine products into Asian markets in 2017/2018.