24 July 2010

Land-scape change

Another Liquor company changing it's image, this time a much more dramatic change and it would seem a completely different positioning point in the market. Liquorland is as it name suggests a liquor retailer with over 70 franchises all over New Zealand.

It seems that the brand has moved from 'the local corner swap-a-crate liquor shop' to Wine dinner party suppliers at a good price. The change from the workman like extra bold clunky and uneven characters with the colours of Yellow and Red – representing quick, cheap and easy — to the soft green with a gradient and embossed black Century Gothic (ish) font, changes its brand.

Also, the positioning statement or tag line has changed no more stencil type and now the same bold geometric sans serif in italic. Changing from the known "There's no land like it" to "here's to you." also re-affirms the movement to a new brand image.

The three new icons represent the three main products wine, beer and spirits (the wine glass, the long neck bottle and the martini glass). Another element is the use of the negative space in the 'o' but all the elements seem rather underwhelming. The changes are ok (Still not a fan of gradients and embossing effects), and the re-positioning is interesting it will be interesting to see future ephemera and advertising media.

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