TorkScrew

BellaSvago set out to innovate the way we open screw cap wines after seeing many of their favorite vinters switch over th screw capped bottles. They envisioned a beautiful yet functional, multi-purpose tool that would maintian proper opening and tableside presentation. Shaped much like a tradition corkscrew, the new product was developed to open virtually any bottle.


Our Challenge

With 3-D rendering in hand, BellaSvago came to us, Zoom Cretes, to develop a name and brand identity for their new product that would include a logo, packaging, e-commerce web site and marking tools and strategies. The product was compelling enough to spark our creative juices, long before we ever held one in our hands.

Our Challenge

With 3-D rendering in hand, BellaSvago came to us, Zoom Cretes, to develop a name and brand identity for their new product that would include a logo, packaging, e-commerce web site and marking tools and strategies. The product was compelling enough to spark our creative juices, long before we ever held one in our hands.


Doing the Homework

We delved into the world of wine and kitchen gadgets. Through research and interviews with the client, we identified our target audience to be wineries, wine shops, and restaurants, as well as general consumers. The client wanted a brand that felt elegant, yet trustworthy and approachable. They also wanted their wine opener to stand out from other, similar kitchen and wine products.

 

Building the Brand platform

In partnership with the client, we determined the overall vision, long and short-term goals, mission and voice that would not only get them to market, but keep them there for many years to come. With all of this in place, we set out to name this new product. After thorough research, we brainstormed a list of names and presented them to the client who ultimately chose the name TorkScrew.



To the drawing board

With the brand platform build and the product name in place, our design team go to work exploring potential concepts that would incorporate TorkScrew’s unique features and give the new Brand a creative and memorable identity. We were inspired by the specialized grooves in the TorkScrew’s base used for uncapping.

 

Logo Concepts

Our design team took the ideas from our initial sketches and developed concepts that communicated strength and functionality as well as elegance and panache. We explored shapes taken from the design of the product, and forms that represented the twisting motion used to uncap bottles. Through critique and refinement, we filtered our ideas down to five strong concepts that were then presented to the client.

 

Refining the logo

The chosen log was developed from the initial sketches and refined through internal review cycles. The strong icon is a stylized version of TorkScrews’ rare uncapping feature, communicating the strength and functionality of the product. The icon is paired with an elegant slab serif typeface to emphasize the sophistication that TorkScrew brings to the table.

 



Building the Brand

With the logo finalized, we expanded the brand, creating a visual language for TorkScrew. The goal of the overall look was to give TorkScrew a familiar, almost nostalgic feeling. The brand included a vintage inspired Jade green, wallpaper reminiscent stripes, deep merlot accents, and friendly slab-serif fonts. This look was then thoroughly carried through to  the packaging, sales sheets, signage, web site and additional promotional materials.  

Building the Brand

With the logo finalized, we expanded the brand, creating a visual language for TorkScrew. The goal of the overall look was to give TorkScrew a familiar, almost nostalgic feeling. The brand included a vintage inspired Jade green, wallpaper reminiscent stripes, deep merlot accents, and friendly slab-serif fonts. This look was then thoroughly carried through to  the packaging, sales sheets, signage, web site and additional promotional materials.  



Packaging

With the brand in place, research was conducted on packaging requirements for major retail chains and specialty stores. Armed with this information, our team came up with a hanging display that showcased the product’s functionality and visually set it apart from its competitors. The hanging display was specifically designed with double functionality in mind, allowing it to also be displayed on tasting room countertops.



To Market

Sales sheets and advertising strategies were developed concurrently with the package design and an e-commerce web site, created for BellaSvago to handle TorkScrew product sales. Press releases were created and set out to create product awareness and promote interest. Zoom Creates then worked with the team at BellaSvago to plan a launch party and officially announce TorkScrew to the world.

To Market

Sales sheets and advertising strategies were developed concurrently with the package design and an e-commerce web site, created for BellaSvago to handle TorkScrew product sales. Press releases were created and set out to create product awareness and promote interest. Zoom Creates then worked with the team at BellaSvago to plan a launch party and officially announce TorkScrew to the world.


The Results

The launch party, marketing efforts, and press releases created an amazing buzz in just two short weeks. BellaSvago was approached by numerous catalogs and online merchants and immediately received initial purchase orders for thousands of units and a commitment to appear in over 2 million catalogs in the first month alone.