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Project Overview
When Jill Osur, CEO of Teneral Cellars, came to Uptown Studios with plans to build a wine business that offered purpose with purchase, the Uptown Studios Design Team jumped to the occasion. Wanting to create a movement and network of empowered women, the marketing and branding team got to work.
BACKGROUND
Teneral Cellars is a woman-owned and run empowerment community that just so happens to create phenomenal wine. Founded in 2020, Jill Osur, wanted to build a business that not only delivered sustainably-farmed wines but also changed what a wine brand “could” do.
Based out of Northern California, Teneral Cellars is an all-digital platform home to a community of like-minded women who sip, create, and act with purpose. Tired of the wine industry status quo, we’ve made a few not-so-subtle changes to the way consumers are accustomed to buying wine—starting with the people who make it. Teneral Cellars is dedicated to empowering and elevating female BIPOC into the wine industry through education, grants, and employment opportunities. We use our voice by taking part in the hard conversations happening on and off-line. Our commitment to women’s empowerment extends past our glasses and into The Swarm. A portion of all profits (10%) made is regularly donated to organizations currently championing women’s empowerment.
DISCOVERY
Since Teneral Cellars is all about women’s empowerment, sustainable wine, and transforming the industry, we began by exploring industry challenges, barriers to access, and other women-owned companies that were changing the game.
To begin the design process, the Uptown Studios Marketing and Branding Teams first had to build empathy by establishing the brand vision, voice, and identity. The Marketing Team needed to get a better grasp of the industry and Teneral Cellars target audience. Through all-team meetings, interviews with the Teneral Cellars internal staff, and focus group participants, Uptown Studios built a complete understanding of the brand. From there, the Marketing and Branding Teams began the creation of the logo, brand voice, and product labels that would present a bold vision and modern new identity.
BRANDING
Utilizing the information found in Discovery, the Uptown Studios design team began creating the logo, style guide, brand message architecture. Focused on establishing a transformational purpose-driven and feminine feel, Teneral Cellars came to life.
Teneral, by definition, is the state of an insect immediately after molting during which it is soft and immature in coloring. Our team took this concept and transformed it into the many ways that a woman changes, grows, and metamorphosizes throughout life. In almost every part of the world, the dragonfly symbolizes change, transformation, adaptability, and self-realization. The change that is often referred to is rooted in mental and emotional maturity and understanding the deeper meaning of life. The dragonfly’s symbolic meaning and the metamorphosis the dragonfly endures made it the perfect imagery to represent Teneral Cellars.
The dragonfly in the logo is detailed and colorful. The logo attributes reflect Teneral’s multi-faceted brand model. The colorful wings of the dragonfly represent Teneral’s commitment to diversity, creativity, and passion. The elaborate line work represents Teneral’s attention to detail, and the web Teneral Cellars weave in the process of curating wine. The dragonfly spanned out abstractly represents the “T” in “Teneral” while being unique and feminine.
The diverse color palette is an exact representation of the real-life colors in a dragonfly’s wings. The wordmark acts as the foundation of the logo. The typography lockup creates a feminine, bold, powerful, and ultra-modern look, while creating a tone that the target market is driven towards.
Design Videos
RESULTS
- A streamlined brand message across digital, print, and social media.
- A new website that speaks to Tenerals target audience while also clearly communicating purpose and product offerings.
- A successful brand and new product launch in October 2020
- Download Teneral Cellars style guide now!