Winephoria, which helps wine lovers better understand wine, rebrands via Publicis CUBED

Winephoria, a new service that helps pair people with the wine that’s right for them, has launched with the help of Publicis CUBED, Melbourne. The new brand, previously trading under The Wine Sellers banner, utilises independent wine experts to help wine lovers better understand and enjoy their wine. With a unique ‘wine concierge’ that makes impartial decisions on wines based on a customers tastes and send cases accordingly, it’s a service that is innovative and highly personal.

Says Suzi Devine, founder of Winephoria: “We wanted to make a splash in the market. We’re all about trying to deliver that feeling of euphoria when you enjoy a quality wine. The new brand needed to reflect that. We want to help customers drink quality wines without feeling the need to buy the most expensive bottle. Wine is personal, so we talk to you, find out what you want out of your wine and help you choose wines you’ll actually be excited to drink. And if you don’t like them, you can just send them back.”

The strategy, rebrand and website was created by Publicis CUBED, who wanted to enrich the new brand with a more conversational and approachable feel to it – by producing something totally unique to the category.

“People are often daunted buying wine,” says Bruce Williams, Publicis CUBED creative director. “So, we created a brand that was sympathetic to the unknown wine drinker, but without being patronising. We also made sure it had loads of colour and fun, instead of waffly language and stuffy pretentiousness. We wanted the personality to reflect the friendly, down to earth approach of Winephoria, and that definitely comes through in the collateral.”

Mike Chuter, managing director of Publics CUBED said of the new company, “We wanted Winephoria to be the brand embodiment of a knowledgeable friend who you trust to call because they know their stuff; they make drinking wine fun again.”

The website is now live and is backed by extensive DM, online, social media and below-the-line advertising.

Agency: Publicis CUBED, Melbourne

Web Development: Rohit Gupta