Positioning
Logo design
Visual identity
Illustration
Signage + wayfinding
Marketing communication
Branded merchandise
Packaging
Social media
Online store
Guidelines
We set out to challenge how the shop behaves + how it presents itself to a younger, city living, (natural) wine drinking audience that don’t care for the outdated rituals, patronising content + pomposity associated with wine.
The approach was not just to contrast what a wine retail/bar/social space is expected to be, but to also go against the elegant interior architecture + design proposition rather than sitting neatly alongside it. We wanted the locality of Manchester in attitude but not in overt overdone references.
The visual identity is a glitch. It hacks into the elegant organic forms of the physical space + infects it with glitches of form, movement, tone + character. This hack is manifested by black on white modernist typography that is constantly malfunctioning + a gang of gremlins who invite themselves into the brand + become an asset for ongoing storytelling + marketing activity.
The hack was expressed in signage, bags + packaging, glassware, the online store, social media, a bi-annual zine, apparel, branded merchandise, in store POS, a pre-launch fly posting campaign run in Manchester’s Northern Quarter + the ubiquitous kerbside A-board featuring removable + interchangeable slats that carry a range of messaging + graphics.
“eNaR impressed us from the get-go demonstrating that they understood the brief and had completed deep research into our customers. Their concepts were original and bold going far beyond our original ideas.”
David McCall
Co-founder
KERB
The glassware featuring the ‘drowning gremlin’ was designed so the break-line of the illustration sat very deliberately on the ‘pour by eye’ fill line + instantly became KERB’s own ‘Instagram moment’ with visitors to the bar snapping a shot of their filled glass + sharing it on their socials.
The brand has endured + bedded in as a key part of the business + since the launch we have been retained to oversee + deliver multiple touchpoints including social media, events + merchandise.