Winery brand strategy in wine tourism
The winery, a small business, had not previously defined the values it represents or designed a strategy. Because a brand's core message is closely tied to its leaders' motivations, we involved them mainly through workshops, facilitating the creative and decision-making process to define the target groups, their needs and motivations. We applied persona building and visitor-journey analysis from the design-thinking toolkit, reshaped specifically for tourism use, so the brand grew from a genuine understanding of the audience.
We reshaped design-thinking tools , persona building, visitor-journey analysis , specifically for tourism, so the winery's brand grows from truly understanding its audience.
Project detail
The aim was to create a deliberate brand strategy for a winery. As a small business, the winery had not previously defined the values it represents, nor did it have a designed strategy. Since a brand's core message is strongly tied to its leaders' personal motivations, we placed strong emphasis on involving them, mainly through workshops. As facilitators we guided the creative and decision-making processes: defining the target groups, their needs and motivations, enabling more conscious strategy planning. We applied the tools , persona building, visitor-journey analysis , from the design-thinking toolkit, reshaped specifically for tourism use. The project shows our creative yet methodical approach: a brand is not a slogan but a coherent experience built on truly understanding the target group.