Wine merchants.

O.W. Loeb are respected wine merchants, specialising in wines from Burgundy, Germany and the Rhone. With a rich history dating back to the nineteenth century, O.W. Loeb needed help with a full rebrand, primarily to express the historic heritage of the company in the digital age.

CLIENT O.W. Loeb
ROLE Designer
AGENCY Fiora
YEAR 2016

Heritage

O.W. Loeb wanted their communications to reflect their ambition and better express their new forward-thinking business objectives. The brand required help to assure clients and growers they are a dedicated and organised team with excellent taste in wine, offering a modern and responsive service. This meant revisiting their original logotype, replacing it with a new, modern logo which retained a sense of the company’s rich heritage.

Company and competitor research

O.W. Loeb predominantly sold B2B and wanted to update their branding to achieve their future goal of becoming a direct-to-consumer oriented business. It was important to research the company in depth and map their position against their key competitors to see what space their brand could own.

Design process

Many different formats were explored to find the most flexible and appropriate solutions for the brand’s future visions.

Inspiration

The typeface was derived from a hand-painted sign from the original London office. The colour palette was also designed to reflect this.

Solution

The final result was a fresh, contemporary logotype which perfectly expressed the heritage of O.W. Loeb. A supporting icon which was a clear distillation of the final logotype to be used for various practical applications was also delivered. Both are influenced by the craftsmanship of the hand-rendered sign whilst being cleaner and more precise, optimised for digital spaces and suitable for the company’s printed communications.

Brand Book

Online as well as offline touchpoints of the updated brand had to be considered. The purpose of creating Brand Book was to explain the use of brand style and to reinforce consistent application of the visual elements in all print and digital communications.