It's all about the moment
Branding
Marc Kroon Wijn is not a traditional wine merchant. The brand is built around service.
We developed the positioning and visual identity of the Marc Kroon Wijn brand.
The starting point was the way the organisation works. A great deal of personal coordination, short lines of communication and a strong focus on service. Wine is important in this, but never the only starting point.
We translated that attitude into a clear brand story, a distinct positioning and a visual identity that supports rather than dominates.
Brand strategy
The brand strategy is built around one central idea: the customer's moment is central to everything Marc Kroon Wijn does.
From there, the brand is positioned as a personal partner in wine. Not as a supplier of a fixed range, but as a party that moves with situations and questions. Service, accessibility and customisation are at the core of this.
The strategy combines both care and creativity. Attention is paid to relationships and detail, but there is also room to offer solutions that fall outside the standard paths.
Brand design
The design has been deliberately kept calm and functional.
We developed a logo based on the negative space of a wine glass, which also refers to the initials of the name. The logo can be used independently, but primarily functions as a supporting element within the overall design.
The typography, colour scheme and design language were chosen to support the brand without being overly prominent. This allows the design to be used in a variety of contexts.
Brand experience
We have developed a visual and content-based approach that reflects how Marc Kroon Wijn operates in practice. The emphasis is not on campaigns or statements, but on situations in which the brand is used.
The imagery shows moments in which wine is part of the context. It is relaxed and recognisable. The brand is present, but not dominant.
