Love's new identity for subscription wine service Laithwaites targets 'wine nuts, not wine snobs'

The idea of the rebrand is to "tap into the spirit of fun and adventure at the heart of the business," according to Love and focuses on wine-discovery stories to engage with a new generation of wine drinkers and build brand recognition.

Laithwaites' passion for the world of wine is expressed through a new look that aims to convey a big personality, using colour, texture and "human and hand-crafted touches' such as block printed type, iconography, handwriting and "whimsical" illustrations. A new "brand promise" has also been introduced, 'Your compass to a world of wine adventure.'

"This rebrand is about doubling down on our reason for being and reiterating what we've been saying since the start. But in a bolder, more confident way," says David Gates, Laithwaites CEO.

The new identity looks to underscore the fact that Laithwaites' success has been built on the relationships it's forged with winemakers and customers over the years, and so is underpinned by the idea of inclusivity, rather than elitism; billing its consumers being "wine nuts, not wine snobs."

The illustrations that have been introduced include depictions of "well-travelled" wine cases and sketches of a young Tony Laithwaite, the brand's founder. A new logo mark uses bold all-caps lettering and removes the apostrophe from 'Laithwaites', looking to be a clearer sign of the brand as a modern, inclusive business.

The new tone of voice is informed by interviews with Tony, his wife (and original business partner) Barbara, their three sons and the wider Laithwaites leadership. This works to enhance the brand's singular and unique backstory and bring personality across all communications.

"No other wine business has a story like Laithwaites. From one man in a van to a household name—it's the stuff of legend," says David Palmer, executive creative director at Love. "This gave us solid ground on which to build the new brand. Staying true to the roots and personality of the business, we created something that—while very different from where they were—is all about them. Full of colour, warmth, humour, mischief and love, this rebrand is what decades of wine adventure looks and feels like. Faithful to a pioneering business and irresistible to anyone who loves discovering new wines."

The new identity is currently rolling out across Laithwaites print and digital platforms.