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CREATIVE DIRECTION
When overseeing the rebrands for Laithwaites Wine, the Sunday Times Wine Club, and Averys, I aimed to modernise each brand’s visual identity and messaging to align with shifting market trends, appeal to a broader and younger demographic, and reinforce their unique heritage and values.
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LAITHWAITES REBRAND CASE STUDY
I played a key role in leading the rebranding of Laithwaites, helping evolve the brand to ensure continued relevance in a rapidly growing and increasingly digital wine market. Our objective was to contemporise the brand to broaden its reach and appeal to a more diverse, mobile-first audience while staying true to Laithwaites’ core values and unique qualities.
To achieve this, I drove a strategic rebranding process that included:
Mobile-Led Digital Experience
Mobile-Led Digital Experience
Led the shift to a mobile-first digital strategy, ensuring that design, UX, and content were optimized for modern consumer habits.
Audience Profiling & Segmentation
Developed detailed customer personas through qualitative and quantitative data analysis to better understand evolving customer needs and behaviors.
EXAMPLES FROM GUIDEBOOK OF NEW BRAND DEVELOPMENT
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The first stage was to establish the new look which was created through extensive research and testing.
Guideline documents and libraries were created that would be applied to all platforms to prevent any discrepancies.
Examples of the new brand across channels - swipe to see
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Example of a cross channel campaign using the new branding
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Website Optimisation & SEO – Laithwaites Digital Rebuild
Project: “CMS Migration & SEO Redesign”
Helped lead the transition of site content into a new CMS platform, focusing on
mobile-first layouts and SEO optimisation. Worked closely with SEO and marketing teams to enhance keyword performance and user flow across the site.
Results included improved engagement metrics and better indexing across core landing pages.
Development of SEO properties -
Live text
H1 tags
URL structures
