Total Wine is the largest independent retailer of alcoholic beverages in the US, with over 200 stores nationwide. While the current customer base is primarily over 55, there is a significant opportunity to attract the millennial demographic and refresh their brand. This concept encourages customers to uncover their taste, updating both digital and in-store activations to create a fun, intriguing atmosphere.

Corporate Identity

Logo of Total Wine & More featuring red and green text with a purple grape illustration.
A group of people clinking glasses of red wine together outdoors with the text 'TOTAL WINE' in purple overlaid on the image.
Person holding a smartphone displaying the Instagram profile of Total Wine, a wine store, with posts and stories related to wine and alcohol.
Two hand-held business cards for Total Wine, featuring the name Tom Cadrin, General Manager at Shrewsbury, with contact information, printed on semi-transparent purple material.
Two stemless wine glasses, one filled with red wine and the other with white wine, both with purple text overlay asking "Wine not?" and the initials "TW."
Two glasses of beer, one empty with the text 'Beer we go.' and one full with the text 'Beer we go.' in purple.
Person holding a white tote bag with purple and pink text that says "Thirsty" and initials "TW" in the top right corner.
Two glasses of wine, one red and one white, with purple text overlay reading "Wine not?" Next to a smartphone displaying an Instagram profile for "Total Wine," showing posts and stories about wine and tasting events. In the background, a computer screen displays a website with the slogan "Uncover your taste," and images of wine bottles and tasting activities.