Brand Refresh Case Study // Dry Farm Wines
Dry Farm Wines, an $80m D2C ecommerce wine business with a subscription model, wanted to revisit their brand identity and story after their first 5 years of stratospheric growth and lots of learnings.
After an initial extensive brand audit, the team embarked on a complete brand overhaul, informed by comprehensive user research and testing.
Brand refresh and overhaul included:
Audience segmentation
Persona, voice, visual identity development
New brand guidelines, logos, color palette, fonts, photography styling
Packaging strategy and redesign for subscription experience optimization
Customer journey mapping & email flow overhaul
Digital marketing strategy renovation
Product, sourcing, and high-level positioning strategy shift in response to audience data
Ongoing brand audits in conjunction with a voice and copy rubric protocol
Brand identity example // brand style guide
High level brand style guidelines for design created by Creative Director Shawn Bankston and used cross departmentally and by agencies and external partners to guide visual identity across channels.
Graphic design by Scott Tallian, copy by Teagan Lehrmann
Brand identity example // printed booklet & new box experience
Part of complete reconceptualization of box experience, including box and pulp insert redesign and customer-journey specific educational materials.
Box experience key initiatives:
Improve wine education
Communicate value of subscription membership
Focus on sustainability and premium positioning
Shift to recycled and green materials; elimination of styrofoam.
Differentiate content for first time purchasers and long time subscribers
Improve internal fulfillment and segmentation processes based on customer journey
Welcome Email Flow: Leads Nurture
Post Purchase Email Flow: Members
Brand identity example // email flows overhaul
Representative of an all-inclusive reimagining of email flows through the lens of the customer journey, broken out by segments and membership status. These particular flows welcomed new email subscribers, and nurtured first-time purchasers who were not yet members of the subscription program.
Key initiatives:
Nurture leads from consideration through loyal membership
Incentivize membership by communicating member benefits
Educate consumers about winemaking, sustainable agriculture practices, and wine tasting
Build community and create authentic connections between members and winemakers
Improve conversions and boost subscriber count
Retain and upsell subscribers
Results:
116% average increase in engagement over 3 month deployment period across email metrics
320% increase in placed order rate
8% increase in membership conversion rate
5% decrease in subscription churn over 6 months
Measured positive feedback and engagement from recipients through Customer Experience inbox