ChinaCellarDoor.com is a young, vibrant online retail company that is all about bringing unique and exclusive, yet affordable international boutique wines to China. As the consumption of wine grows among the burgeoning Chinese middle class, we would like to take this opportunity to bring an innovative, enjoyable and tantalizing element to this market. We will offer boutique wines from New Zealand, Australia, South Africa, Europe etc; that are currently not available in the Chinese market. We will also offer an information portal; to help develop wine appreciation and enjoyment so that the market will learn to understand and love the exquisiteness of wine as much as we do.
We are aiming to build our brand around this logo, it will be the focal point of the look and feel of our website, appear on most of our packaging and products, and central to all our marketing efforts (online, magazines, wine-tastings).
Both founders have been living and working in China for over 6 years, and have a deep love for wine. They have seen the amazing rate of change in the Chinese market and really want to bring something unique and intriguing that will spark an interest among the growing middle class that are hungry to grow with and enjoy the changes happening around them.
We will be selling online, direct to consumers. Our target audience is the burgeoning Chinese middle class (Male & Female 25 – 40 year olds). Our brand and website will have to stand out amongst the common bulk wine reseller. Our brand will need to show our unique proposition of Boutique Wines @ Affordable Prices – Stand out from the Crowd and Try something New.
We want people to connect with the brand and feel that they have become part of a community.
On the supply side, we will need our brand to show to our suppliers, that we are reliable and innovative company, one that understands the Chinese market and instills confidence in them.
We like the logo ideas to be in a similar style to the Shanghai Tang Brand, incorporating Chinese aspects with a modern feel. Making a bold statement through vibrant and vivid colors. Another brand that we like that we feel incorporates these elements is Goods of Desire (G.O.D).
As ChinaCellarDoor does not have wine in the title and the phrase Cellar Door will be a new concept for a lot of people in the market – if possible we would like to portray some meaning of this in the logo. The “Cellar Door” at a vineyard, refers to the place where visitors can come in and taste the wines from the latest harvest, chat with the wine growers and learn a bit more about the wine. There are often special times during the year, when vineyards open up their “Cellar Doors”, and share their love and knowledge of the wine, chat about the distinctive features of their wines and discuss good food matchings etc.
Our main product will be wine however, we may look at including other wine related products or foods complimentary to wine in our range later on.
The logo should be interesting, easily replicated on packaging and focused towards the Chinese middle class market.
Apart from the above, you are free to come up with ideas and formats. We hope the above direction can quicken the process.
We look forward to seeing what you come up with! ChinaCellarDoor.com