Curated Walla Walla
BUSINESS CARDS
VAN SIGNAGE
Approved Concept
Black cut vinyl on front and sides. Full-color back wrap. Note: Rear widow is NOT transparent.
Previous Design Options
Note: any of the four side photos can work for either side.
Business Card Final
Rack Card Final
Business Card Redux
Rack Card Redux
With photo options
Business Card
Letterhead
Envelope
Rack Card
Vehicle
Safety Cone
Logo Source
For best quality, please download the PDF.
Creative Brief
Participants
Jenna and David
Overview
What would you like us to do for you? What is the purpose and scope of the project (heighten credibility, expand services, sell 2000 widgets, etc.)?
I’d like to sell wine tours. Together, we will develop a brand aesthetic, capable website, and an approach to social media. We will build credibility and position Curated as a high-end brand.
Projects include
Design Logo
Create Business Identity
Design Website with social media integration and E-commerce capable of booking tours
Create Rack Card
Design Van Graphics
Create Signs
Creative Considerations
What limitations or constraints do you have (budget, schedule, size, paper, etc.)? What elements or colors or other personal preferences must be represented in this project? Where will additional materials that we do not create come from? (writing/photography/illustration etc.)
Jenna has a personal preference for the colors black and white, and Silver. She’s flexible; we can add another color to the mix. Keep in mind that simplicity is vital. The rack card will need to conform to standard sizes for distribution.
Jenna likes these websites:
And, especially: vervenapavalley.com
Jenna believes in highly visual sites that tell a story. She wants visitors to get a sense of her deep connections in the valley. They need to know that she loves wine, food, and the valley. She is NOT A DRIVER, but a concierge.
Jenna has a lot of photos already, and she would like to be able to update the website as new and better photos are taken during year one.
Product Description
What are the products or services your business provides? What is the product or service that you want to promote? What are its features? How much does it cost? What is it made of and how is it used? What makes it different, unusual, or unique?
Curated Walla Walla is very different from other available services. Jenna is not just a driver. Instead, she offers curated experiences. She’s a wine country matchmaker. Some clients want big cabs. Some want exclusivity (appointment only). Some want a vibe (more than wine). Some want a good time.
Many wine consumers are overwhelmed, and they don’t know what they want. Decision fatigue is real.
Venue partners are crucial to establishing Curated Walla Walla as a distinctive and one-of-a-kind experience. We offer access to wineries and activities which are not normally offered to the general public. I have phenomenal relationships with Eternal Wines (Brad Binko, Owner/winemaker), Foundry Vineyards (Lisa Anderson, Owner), L’Ecole N0. 41 (Alysson LaVarnay, Tasting Room Manager), Pepper Bridge Winery (JF Pellet, Owner/Winemaker), and Sleight of Hand Cellars (Jerry Solomon, Owner).
Other wineries that I have relationships with Seven Hills Winery (Casey McClellan, Owner/winemaker), Garrison Creek Cellars (Michael Murr, Owner), La Rata (Elizabeth Bourcier, winemaker), Reynvann Family Vineyards (Mike Reynvann, owner).
Note: Blog writing will be key to driving customers to our website. My blog will feature reviews, tips and everything Walla Walla tourists need to know. I will position myself as a knowledgeable and well-connected local catering to high-end wine enthusiasts. This will take time, but it is not expensive to produce the content and build a following.
Social Media including Instagram, Facebook and Twitter will be maximized to showcase all the wonder Walla Walla has to offer. At the front is our guests having fun at our partner venues — building an interconnected social media stream with the regional wine community. We also connect to our target market by serving as a concierge to the activities of the valley through our online content.
Competition
What makes your business special among similar businesses? What’s your value proposition? Who is your present competition? Who would you like to be competing with? What similar products or services are currently available and how good are they?
Key competition:
The Touring Co. is my main competitor. They are the operation that is closest to my approach.
The rest are drivers.
There are over 15 wine tour companies now operating in the region. With either a limousine or for-hire license, these companies are catering to wine tourists, bridal parties, and larger corporate groups. My crucial differentiation from the rest will be my focus on smaller groups and my self-promotion as the fun tour company. The key to my success will be also be my relationships with wineries and my access at venues. My base package is priced in line with the competition but includes an astonishing suite of extras to make their Walla Walla visit extraordinary.
Target Audience & Market Realities
Who is your current primary audience (gender, age, socioeconomics, employment, geographics)? How much do they know about the product? What are their attitudes toward products or businesses like yours? What motivates them? Who do you want your audience to be?
Our target customers are visiting Walla Walla for the first time. They are looking for things to do and that involves wine tasting. They want to have fun, learn something and taste some wine along the way.
Customer Segments
First Timer: The secret is out — Walla Walla is a destination for travelers. Their friends told them to visit and now they are here. The burning question in their mind is — what is this town all about? While it is a destination, it is still just a small town and tourists have a hard time figuring out what to do. They hear from the hotel concierge that they saw some fun videos of me touring local winemakers around. They have also had an opportunity to ride along with Curated WW and recommend my company. It’s their vacation, the ticket price for a mixed group is affordable, and it is a reasonable way to spend part of the day.
Luxury Traveler: This vacation is a treat, and they are going all-out for the weekend. They found my company and me when doing research and see that a winery they already love really loves me too. They have followed me on social media and decided to entrust me as their guide to Walla Walla wine country. Most of this audience is overwhelmed with choices, and they need help. Most are from the Pacific Northwest, they are middle or upper income. They like to travel. They like food. Many are 30 to 55 years of age.
Image Seekers: These folks are all about image. Wine is a status symbol, and they want status. Image seekers want to be first to try a wine, they prefer merlot, and the internet is a vital source of information.
Boomers: The boomers are generally traditionalists. They love Leonetti. They love the long-established wineries. They collect wine. They want to hit specific wineries. Most are coming to Walla Walla for the first time.
All are looking for safety and comfort. Visitors want to know that the person who’s driving knows where to go. Reviews and rankings matter. I will offer some free tours to build my ranking.
What the Wine Industry Understands About Connecting with Consumers
User Benefits
How will the user be better off using your product or service? Will he or she save time, effort, or money? If so, how much? How important is this product to the consumer? Are there tradeoffs (higher quality, but higher price)?
Curated Walla Walla will set itself apart from the rest of the competition by providing unique and intimate experiences. Jenna is deeply connected with the winemakers in the Walla Walla Valley. She will capitalize on these relationships to get guests behind the scenes and go where no other tour has gone before. Every client receives a personal touch and some form of concierge services. Curated Walla Walla is also about having fun. Users will smile.
If you’re going tasting in the Walla Walla AVA, Curated Walla Walla will get to know you and build a custom experience just for you. We will also match you to your new favorite wine, and create meaningful connections between you and the amazing people in Walla Walla’s wine industry.
We will save you EFFORT. We’ll act as your concierge, arrange for your reservations with beautiful tables, and take the best care of you.
The tour is a FOMO killer. We can make sure you are in the best place to be. We promise to make the weekend amazing. We are the cherry on top. We are not DRIVERS; we are your luxury concierge. We are Walla Walla insiders who will connect you to the valley.
We will attenuate the price based on load. The goal is to remain small.
Most Important Point (MIP)
What are the top three (or more) ranked benefits of your product or service? If you could choose only one thing the audience remembers from your advertising, what would it be?
Outstanding experience.
Custom experience — Catered to your wishes
Comfortable ride
Intimate wine country experience
You’ll get a memory book with meals, wines, experiences.
MIP: We deliver a one of a kind wine country experience.