What do you do when your product is serious but your brand doesn't want to be?
The Lucky Grape is a corporate wine sales business with a difference. Unlike traditional wine retailers that either approach wine with serious connoisseurship or treat it as a commodity, The Lucky Grape was founded on passion, expertise and pure enjoyment of wine.
The founder, a certified sommelier, wanted to create an experience that celebrated the joy of discovering great wines rather than just selling bottles.
The challenge was to build a brand that reflected deep knowledge, while also standing out in a predictable market through enthusiasm and a playful approach,
The challenge
Most corporate wine businesses lean towards one of two extremes: a serious, elite tone that alienates casual wine lovers, or a generic, sales-driven approach that reduces wine to a mere transaction.
We needed an identity that would:
capture the founder’s expertise and passion in an engaging way
appeal to both serious wine enthusiasts and casual drinkers
differentiate itself from competitors with a fresh, engaging personality
The thinking: The Lucky Grape
We developed the name The Lucky Grape, based on the founder’s meticulous handpicking of only the best wines that meant only the “luckiest” grapes make it into the collection. This concept of luck, fate and fortune became the foundation for the brand’s identity.
Key strategic elements:
Memorable name and strong positioning: The Lucky Grape tells a story of hand-selection, expertise and serendipity, setting it apart from traditional wine sellers.
Distinctive visual identity: A fun, fortune-inspired aesthetic incorporating custom tarot-style illustrations.
Engaging tone of voice: Language that plays with mysticism, luck and fate, making wine selection feel like an exciting journey rather than a rigid choice.
Immersive customer experience: Every brand touchpoint, from packaging to website, enhances the sense of discovery and delight.
Implementation and impact
Visual identity
We crafted a brand look that was bold, playful and elegant, featuring a custom-designed tarot card system that reflects different wine personalities, including:
The Ritualist: for those who love classic,
time-tested favouritesThe Explorer: for those who seek
adventure in every bottleThe Collector: for those who treasure
rare and exceptional wines
Tone of voice and storytelling
To reinforce the theme of luck and discovery, we developed a unique brand voice that makes buying wine an immersive experience, with contextual phrases on website and packaging:
Your fortune is sealed… but not for long. Open and taste your fate.
We see good wine in your future.
The cards have been dealt, and only the most fortunate wines make their way to The Lucky Grape.
Outcomes and achievements
Strong brand differentiation: The Lucky Grape stands out in the corporate wine space, offering a unique experience that is both expert-led and enjoyable.
Increased customer engagement: The playful yet sophisticated branding resonates with business clients, wine lovers and casual drinkers alike.
Consistent storytelling across platforms; The tarot theme creates a cohesive, immersive brand experience across packaging, website and marketing materials.
Scalability for future growth: The brand’s distinct identity allows for easy expansion into events, memberships and personalised wine experiences.
The Lucky Grape proves that corporate wine sales don’t have to be boring.
Ready to push new frontiers?
We gravitate toward smart people tackling big challenges. Complex products, ambitious goals, and bold ideas pull us in. Let’s make something great together.