The Wine Centre is a successful wine, beer and spirits merchant from Kilkenny in Ireland. They are part of the O’Keeffes group which has Petmania (a pet food brand and business that we recently launched an eCommerce site for Petmania) as well as a furniture business. Having successfully launched Petmania’s first eCommerce store during lockdown, we were asked to assist with the redesign and build of The Wine Centre’s website. Discussions quickly turned to brand and it was agreed that The Wine Centre’s incumbent brand identity could do with a refresh. Whilst the name is slightly misleading and suggests they’re only purveyors of wine, it is a brand name that is well known and with a reputation for selling the very best spirits as well as award-winning craft beer and ales.


The creative brief was focussed around producing a brand identity that was contemporary but with a traditional sense and one that would fit with a discerning and artisanal purveyor of wines, beers and spirts from across the globe. Our creative brand team set to work and quickly produced a range of logo options. We love those projects that are signed off first time and in this instance the brand identity that you see was agreed at the first presentation stage. We produced a range of options – all of which were strong and credible – but we were pleased with the client’s preference.


Once the new brand identity had been agreed, we embarked on producing a clear and concise set of brand guidelines – essential to ensure the consistent application of brand across multiple channels and media. With the guidelines approved, we set to work on the design and build of The Wine Centre’s new website. Built in WordPress and WooCommerce, the new site was designed to be clean, simple, fast (of course) and easily adaptable to mobile, tablet and smaller devices. The overall aesthetic and branding was enhanced by a carefully selected range of imagery and photography that helps to position the brand in the mind of the user. The end result of the 22-week design and build was really well received and orders began flowing in from the moment it was launched.

Agency Services Provided

  • Brand Identity
  • Comprehensive Brand Guidelines
  • Brand Positioning Document for the client to approach retailers
  • Tone of Voice, Typography and Devices
  • Micro-Site for Pre-Launch
  • Instagram Creative Content for Pre-launch
  • Packaging Design
  • Production Liaison with their Bottler
  • Consumer Testing Creative Variations
  • Literature and Stationery
  • Ongoing Marketing and Strategy


  • Brand identity signed off first time
  • 22 week design and build of a fully integrated eCommerce store
  • 110% increase in traffic
  • 223% increase in page views
  • 46% reduction of bounce rate