Respond to a brand identity brief

What is going on

Larkspur Cellars is a small family vineyard in the Yarra Valley that has grown from cellar door sales to national distribution and wants a new identity and label system for its three wine ranges. The quote is signed and job J26-0412 is on the Project and Job Board at Brief stage with a budget of 28,000 dollars and concept presentation due on 2 October. The Design Studio Manager's meeting notes list the client's likes and dislikes but the Creative Brief Template is not complete, the audience is vague and the label mandatories, including the legal text that must appear on Australian wine labels, have not been listed. Internal peer review is on 25 September.

Your brief

Complete and confirm the creative brief with the client, research the premium small-vineyard category, and develop three distinct identity concepts with written rationale that link each design decision to the brief, ready for internal peer review and then client presentation under the Design Job Procedure.

Work through it

You do not need to do it all. Doing a few of these will show you what the work is like. Your ticks and notes stay on this device.

• Read the Design Job Procedure and the meeting notes on the job record, and list the questions you must ask the client to complete the Creative Brief Template.
• Complete the Creative Brief Template, including audience, single-minded message, deliverables, label mandatories and approval authority, and attach it to job J26-0412.
• Research five comparable premium small-vineyard brands and record what each does with typography, colour, material and label structure, with sources.
• Develop three distinct concepts for the wordmark, colour palette, typography and label system, exploring at least two typographic approaches for each.
• Write a one-page rationale for each concept that links every major decision back to the brief and the research.
• Present the concepts at the Wednesday peer review, record the feedback and note what you will change before the client presentation.
• Move the job to Concept stage on the Project and Job Board and record the hours used against the quote.

What someone in this role would produce

• Completed Creative Brief Template
• Category research summary with sources
• Three concept boards with rationale
• Peer review notes and updated job record