This rat loves a tipple

04/11/2003 - 21:00

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LIQUOR retail group Western Cellars has unveiled a new look that aims to convey an image of friendly service and thorough product knowledge.

This rat loves a tipple

LIQUOR retail group Western Cellars has unveiled a new look that aims to convey an image of friendly service and thorough product knowledge.

The green and gold banner designed almost a decade ago has made way for a cellar rat logo with the catchphrase “Western Cellars: Trust the Cellar Rat”. The re-branding has cost about $50,000, according to Western Cellars group coordinator Greg Wallace.

“We needed to do something about our logo; the old logo was fairly boring,” he told WA Business News.

“We brought Marketforce in to come up with something more modern and they’ve come up with something brilliant.”

Mr Wallace said increasing competition in the marketplace had prompted a decision to overhaul the company’s image.

“These days you need to have a fairly dramatic impact. The old logo was alright when it was formulated eight or nine years ago, but the market is much different these days,” he said.

“The chains have got a bigger dominance and hold over 100 licences (in the State).

“We felt we had to do something.

“It called for a bold new brand image for Western Cellars in the marketplace. I think the Cellar Rat has given Western Cellar a personality and strong identity.”

Press advertisements released last week join new stationary, uniforms, and other advertising materials.

Radio ads will follow in the lead up to Christmas retailing, according to Marketforce director of group management services Karen Della Torre.

Ms Della Torre said the development of the cellar rat was the result of understanding the company’s brand values.

“The rat was developed after a number of brand sessions, where we determined that one of the things Western Cellars has is very good knowledge of the business,” she said.

“Each owner has very good knowledge and they are genuine about it.

“The rat concept came out of determining what was, apart from wine, most commonly found in cellars. We developed the rat to be a friendly and knowledgable character.”

The re-branding process has taken about five months, according to Mr Wallace.

He said new signage had been added to all 33 Western Cellars stores and that some stores had also received a splash of new paint, with the remaining to be painted in the coming months.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

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