Post on 12-Mar-2016
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THE WINERY BY GAZEBO BRANDING REPORT HALLAN MOULIN 33434T
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HISTORY
BRAND STRATEGY
THE CREATORS
TARGET MARKET - CLIENT PERSONA
TOUCHPOINTS - DECOR - WEBSITE - CHALK BOARD - BOTTLE WITH THE ORDER NUMBER - STAFF - BATHROOMS
BRANDED ENVIRONMENT- LIGHTING - MATERIALITY - SIGNAGE AND MENU - CIRCULATION
CUSTOMER`S JOURNEY - THE GROUND FLOOR - THE REFINED AREA (UPSTAIRS) - THE FUNCTION AREA - THE OUTSIDE AREA
CONCLUSION
◌ CONTENTS
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
Drinking wine has always been a pleasurable experience, this can be
seen especially with the ideas of the Parisian Bistros, where they mix
good food and wine in a comfortable environment.
The gazebo is a modern reflection of this concept. Opened to the
public on Friday 18 September 2009, The Winery By Gazebo is the
modern sister of the Elizabeth Bay Wine Garden By Gazebo.
The Winery follows the same concept of the Original Gazebo, but
without the formality of drinking wine.
The quirky and funky concept of the space is reflected by the venue,
a former Sydney water station, dating back to 1889, and recently
refurbished to hold modern and medium to high class establishments.
THE HISTORY
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
FEATURESDifferent Spaces/Environments, Good Food,Opportunity to Enjoy good
wine at an accessible price, Cool.
FUNCTIONAL BENEFITSOptions for environments/clima, Comfortable
Get to know a range of wines
EMOTIONAL REWARDSNostalgia, Be Cool,
Making Friends
CONSUMER VALUES Independent, Creative,
Friendly, Social
PERSONALITYStylish, Confident, Fun,
Creative, Audacious
STYLISHFUN
THE BRAND PYRAMID
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
BRAND STRATEGY
By analysing the physical venue, the website and other collateral materials
of the Winery By Gazebo, as well as conducting a focused group discus-
sions with clients, it was possible to stablish some points about the winery`s
branding.
The Features are tangible aspects of the brand, therefore the variety of
spaces and styles is a strong aspect.
Functional Benefits reflect the consequences of the Features the brand pos-
sesses. By looking at the features, some of them can provide a functional
benefit.
Emotional Rewards are everything the client feels rewarded about. Since the
venue carry a lot of different styles and art movements, Nostalgia seems ap-
propriate along with “making friends” and “being cool”.
Consumers values could be analysed by looking at the customers, talking to
the focused groups and also profiling the kind of people that would fit the the
venue`s style.
Personality comes with the environment itself, it is stylish and confident
enough to mix many different styles , therefore fun, as well as creative and
audacious for the same reason as confident was chosen.
Stylish Fun is the Brand Essence, what the brand wants to use as its core.
The process of developing a brand and the Brand Essence – be it internal or external – is a marriage between what it is we want to say about ourselves and what our main target audience wants to hear. (Penny Burke)
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
The Winery by Gazebo has tree Co-owners: Paul
Schulte (Interiores Stylist), Fraser Short (Former
Builder), and John Duncan (Former Interior).
Inspired by European bistros, the co-owners wanted
to bring to the Winery By Gazebo the informality of
drinking wine as well as making it fun, instead of a
ritual of degustation.
THE CREATORS
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
We were the first people to try and make wine simple for the 30-plus market” (Paul Schulte)
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
“Come play in the Winery’, says the business card, and that`s the spirit of the
Winery.
Those who go to the Winery are creative, independent, friendly and like to
appreciate a good moment with friends, by him/herself or with family. The
“Stylish Fun” brand essence, therefore, makes the winery a place for every
kind of person to enjoy. The different environments welcome different styles
of people
By casting away the luxury of drinking wine, the Winery By Gazebo hence
attracts not only the classy wine admirers but also new people who aim to
discover and improve the taste for wine as well as enjoy a good place with
friends without the formality other places have.
The suburb Surry Hills itself already attracts the target market for the Winery
By Gazebo. Therefore the winery has not only to offer a funky space but also
offer something that stand out of the competition.
The Winery has become not only a place for tasting wine but also a spot to
meet friends and socialise. Being at the Winery is cool and therefore young
people are attracted to go there.
TARGET MARKET
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
CLIENT PERSONA
NAME NAMECameron Michele
29 31
Sydney Melbourne
Cameron is sociable, likes to go out with
friends and enjoy good food and wine. He likes
to go to casual places with quality products
and services. He doesn t have a partner and
share a flat with another friend in Surry Hills.
Michele is outgoing, likes to go out with “the
girls”. She`s well traveled, friendly and confi-
dent. She has a boyfriend in Sydney and she
likes to drink wine and experience new tastes.
He works in advertising and deal with creatives
the whole day. His life is busy, but he manage
to get time to enjoy good things.
She has her own business in fashion, is very
focused and independent.
AGE AGE
LOCATION LOCATION
SOCIAL LIFE SOCIAL LIFE
WORK LIFE WORK LIFE
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
DECOR / STUFFED PLASTIC ANIMALS
Decor mixes a lot of styles and definitely Stuffed Animals is what you are going to see a lot: hanging from the ceiling, on
the walls, and I would not be surprised if I find a small one to decorate my dish.
WEBSITE
Aiming for the branding to be more effective, the website is also another touchpoint to talk about. On the website, the
venue style is transferred to a digital world. It gives you a hint of what you are going to find in the Winery.
CHALK BOARD
Signage along the place is consistent to the proposed style. Chalk board is used to show day`s specials and other infor-
mation. Using chalk all around is consistent, and the beuaty of it is that you can change easily and keep the style.
BOTTLE WITH THE ORDER NUMBER
When ordering food, the customer receives a bottle covered by hard wax and a number written in white. Quite different
from the “buzzez” normally used in other places.
STAFF
The Staff are funky and professionals at the same time. Some have a different look, and others are more simply dressed.
Training is given to staff in order to introduce to them a little bit of history and principles of the Winery.
BATHROOMS
The vintage bathrooms decor are simply great. There`s a vintage male and female picture in the bathroom`s doors, and
the reverse inside, so the male bathroom has a female vintage picture on the inside of the door. The green tiles and old
pink sink tap is one more thing to add to the quirky decor in the winery.
TOUCHPOINTS
Stuffed Animals Upstairs (2011).
Chalk Board (2011)
Men`s Bathroom Door (2011) Women`s Bathroom Door (2011)
Bottle with the order number (2011).
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
By mixing vintage and modern design, the environment offers a quirky, fun and funky clima. The Decor is the main
differential of the place, since it mixes so much different styles that it becomes one style iteslf, the Winery Style. It`s
comfortable for those who want to lounge around, quick for those with no time for a meal (tapas bar), and friendly for
everybody.
LIGHTING
Lighting is dim during the night, and ambient during the day. Different chandeliers and lights give it the dynamic,
quirky and comfy touch in the lighting.
MATERIALITY
Aiming to show tradition, at least on the floor, old timber floors were used in the refined area (upstairs) to make it look
older than the venue is, and also the rough brick walls are a consistent application of this concept.
Like everything in the Winery, Materiality is not consistent to itself, but relates to the brand essence. Rough concrete
floor on the ground floor, tiles on the bar, old vintage tiles in the bathroom, timber and wooden elements as well as
plastic and stuffed animals bring all this stylish fun the brand aims for.
SIGNAGE & MENU
Environment signage Is consistent to the style, with chalk boards and rough finishes. Although menus are simple
and communicates with the client well, typography and layout should be rethought. The menu`s opening pages, with
vintage illustrations are nice and should be kept.
THE BRANDED ENVIRONMENT
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
CIRCULATION
When the venue gets busy, the flow and rhythm of the place slows down, making some clients anxious and stressed ,
therefore circulation should be reviewed in order to fix this issue and bring the stylish fun back.
BAR
TAPASTAPAST APAS
UPSTAIRS
KITCHEN
ENTRANCE EXIT
The Winery By Gazebo (2011)
GrundFloor The Winery By Gazebo (2011) The Winery By Gazebo (2011) Outside Area (2011)
The Winery By Gazebo (2011)
Menu The Winery By Gazebo (2011)
Layback area ceiling (2011) Layback area decor (2011)
The Winery By Gazebo (2011)
The Winery By Gazebo (2011) Entrance Way (2011)
Customer in The Winery By Gazebo (2011)
Bar - The Winery By Gazebo (2011)
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
CUSTOMER`S JOURNEY
At the door, the Host welcomes the customer and take them to the customer table, or tapas bar
when just drinking and nibbling. The Venue is divided in four main ambients: The Ground Floor,
Upstairs (Lounge Area), The Private Area for Functions and The Outside Area, including the
smoke area.
GROUND FLOOR
The purpose of ground floor is to welcomes people to the experience in the Winery By Gazebo.
People want to meet friends, socialise and be seen. It is a multi-purpose environment where the
customer is waiting for their friends, waiting to be seated, having a quick drink or waiting for their
meal.
By being an Intermediate space, the ground floor feeds the other spaces as soon as they be-
come available.
The environment is more social, active and friendly. Circulation is heavy and therefore people are
more energetic, looking everywhere and trying to be noticed. The customer has two options to
enjoy this first place, the dining tables or the tapas bar.
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
Before getting to this first place, the customer faces the entrance,
which is too narrow to support two people walking in at the same time,
besides the materials used in the ground is slippery, making it harder
for women in high-heels to walk with confidence. This aspect doesn t
relate to the brand essence, since somebody could fall and not have
fun at all.
BAR
TAPASTAPAST APAS
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
REFINED AREA (UPSTAIRS)
For those who are in groups of friends and like to have more intimate conversations as well as not enjoying all the social fuss hap-
pening downstairs. The area is more comfortable and cozy. Ideal for a more intimate date or for those older couples aiming to have
a good time having wine and discussing about it. More quiet than Downstairs.
OUTSIDE AREA
By following the brand essence in the way of offering
Stylish Fun, the outside area is another place for the
client`s to enjoy the products and service. It`s also an
smoking area. It offers a good time when the sun is out,
and is covered when it`s raining.
FUNCTION AREA (ELVIS THEMED)
The environment is Elvis Presley themed, which brings to
it a vintage, cool and rock&roll feeling, therefore ideal for
functions, party and fun.
This option, along with the other environments, shows the
diversity and multiple styles choices used in the Winery
relates to its brand essence nicely.Function Area (2011).
Outside Area (2011).
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
Layback Area - Upstairs (2011).
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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T
CONCLUSION
The “Stylish Fun” the Winery By Gazebo proposes in its Brand Strategy ex-
pressed by the Brand Pyramid is nicely reflected on the interior design such as
the funky stuffed animals mixed with religious elements, as well as in the different
furniture styles and other small pieces of decor spread all around the Winery.
The variety of spaces and “climas”, the lounge area, tapas bar, dining area and
outside area makes the venue accessible for a broader clientele. The Winery has
places for all states of mind, from chilling out moment to parties and also func-
tions.
Circulation was noted as a problem to be solved, since the venue gets unefficient
when busy and crowded. Menu, Signage and Visual Identity is also to be im-
proved, but not as the main priority, the they have very good branding elements
in them.
Selling all kind of wines by the glass is certainly a good marketing strategy, which
makes the drinking wine experience more affordable.
The lighting, materiality, music and general interior design reflect the brand
essence, bringing a strong personality to the place, therefore attracting and
keeping customers.
In Summary, the Winery By Gazebo has a great product in hands as well as a
good location. The fact of the venue was built over the former Sydney water sta-
tion makes it even more interesting.
BRANDING ◌ ASSESSMENT 02 THE WINERY BY GAZEBO
HALLAN MOULIN 33434T