Winery By Gazebo - Surry Hills - Brand Report

THE WINERY BY GAZEBO

BRANDING REPORT HALLAN MOULIN 33434T

◌ CONTENTS HISTORY BRAND STRATEGY THE CREATORS TARGET MARKET - CLIENT PERSONA TOUCHPOINTS - DECOR - WEBSITE - CHALK BOARD - BOTTLE WITH THE ORDER NUMBER - STAFF - BATHROOMS

1 3 4 6 8

BRANDED ENVIRONMENT - LIGHTING - MATERIALITY - SIGNAGE AND MENU - CIRCULATION

10

CUSTOMER`S JOURNEY - THE GROUND FLOOR - THE REFINED AREA (UPSTAIRS) - THE FUNCTION AREA - THE OUTSIDE AREA

14

CONCLUSION

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

THE HISTORY Drinking wine has always been a pleasurable experience, this can be seen especially with the ideas of the Parisian Bistros, where they mix good food and wine in a comfortable environment.

The gazebo is a modern reflection of this concept. Opened to the public on Friday 18 September 2009, The Winery By Gazebo is the modern sister of the Elizabeth Bay Wine Garden By Gazebo.

The Winery follows the same concept of the Original Gazebo, but without the formality of drinking wine.

The quirky and funky concept of the space is reflected by the venue, a former Sydney water station, dating back to 1889, and recently refurbished to hold modern and medium to high class establishments.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

STYLISH

FUN

PERSONALITY

Stylish, Confident, Fun, Creative, Audacious

CONSUMER VALUES Independent, Creative, Friendly, Social

EMOTIONAL REWARDS Nostalgia, Be Cool, Making Friends

FUNCTIONAL BENEFITS

Options for environments/clima, Comfortable Get to know a range of wines

FEATURES

Different Spaces/Environments, Good Food,Opportunity to Enjoy good wine at an accessible price, Cool.

THE BRAND PYRAMID

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

BRAND STRATEGY By analysing the physical venue, the website and other collateral materials of the Winery By Gazebo, as well as conducting a focused group discussions with clients, it was possible to stablish some points about the winery`s branding.

The Features are tangible aspects of the brand, therefore the variety of spaces and styles is a strong aspect.

Functional Benefits reflect the consequences of the Features the brand possesses. By looking at the features, some of them can provide a functional benefit.

Emotional Rewards are everything the client feels rewarded about. Since the venue carry a lot of different styles and art movements, Nostalgia seems appropriate along with “making friends” and “being cool”.

Consumers values could be analysed by looking at the customers, talking to the focused groups and also profiling the kind of people that would fit the the venue`s style.

Personality comes with the environment itself, it is stylish and confident enough to mix many different styles , therefore fun, as well as creative and audacious for the same reason as confident was chosen.

Stylish Fun is the Brand Essence, what the brand wants to use as its core.

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The process of developing a brand and the Brand Essence – be it internal or external – is a marriage between what it is we want to say about ourselves and what our main target audience wants to hear. (Penny Burke)

THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

THE CREATORS The Winery by Gazebo has tree Co-owners: Paul Schulte (Interiores Stylist), Fraser Short (Former Builder), and John Duncan (Former Interior).

Inspired by European bistros, the co-owners wanted to bring to the Winery By Gazebo the informality of drinking wine as well as making it fun, instead of a ritual of degustation.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

We were the first people to try and make wine simple for the 30-plus market” (Paul Schulte)

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

TARGET MARKET

“Come play in the Winery’, says the business card, and that`s the spirit of the Winery.

Those who go to the Winery are creative, independent, friendly and like to appreciate a good moment with friends, by him/herself or with family. The “Stylish Fun” brand essence, therefore, makes the winery a place for every kind of person to enjoy. The different environments welcome different styles of people By casting away the luxury of drinking wine, the Winery By Gazebo hence attracts not only the classy wine admirers but also new people who aim to discover and improve the taste for wine as well as enjoy a good place with friends without the formality other places have.

The suburb Surry Hills itself already attracts the target market for the Winery

By Gazebo. Therefore the winery has not only to offer a funky space but also offer something that stand out of the competition.

The Winery has become not only a place for tasting wine but also a spot to meet friends and socialise. Being at the Winery is cool and therefore young people are attracted to go there.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

CLIENT PERSONA

NAME

Cameron

NAME

Michele

AGE

29

AGE

31

LOCATION

Sydney

LOCATION

Melbourne

SOCIAL LIFE

Cameron is sociable, likes to go out with friends and enjoy good food and wine. He likes to go to casual places with quality products and services. He doesn`t have a partner and share a flat with another friend in Surry Hills.

SOCIAL LIFE

Michele is outgoing, likes to go out with “the girls”. She`s well traveled, friendly and confident. She has a boyfriend in Sydney and she likes to drink wine and experience new tastes.

WORK LIFE

He works in advertising and deal with creatives the whole day. His life is busy, but he manage to get time to enjoy good things.

WORK LIFE

She has her own business in fashion, is very focused and independent.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

TOUCHPOINTS DECOR / STUFFED PLASTIC ANIMALS Decor mixes a lot of styles and definitely Stuffed Animals is what you are going to see a lot: hanging from the ceiling, on the walls, and I would not be surprised if I find a small one to decorate my dish.

WEBSITE Aiming for the branding to be more effective, the website is also another touchpoint to talk about. On the website, the venue style is transferred to a digital world. It gives you a hint of what you are going to find in the Winery.

CHALK BOARD Signage along the place is consistent to the proposed style. Chalk board is used to show day`s specials and other information. Using chalk all around is consistent, and the beuaty of it is that you can change easily and keep the style.

BOTTLE WITH THE ORDER NUMBER When ordering food, the customer receives a bottle covered by hard wax and a number written in white. Quite different from the “buzzez” normally used in other places.

STAFF The Staff are funky and professionals at the same time. Some have a different look, and others are more simply dressed.

Training is given to staff in order to introduce to them a little bit of history and principles of the Winery.

BATHROOMS The vintage bathrooms`decor are simply great. There`s a vintage male and female picture in the bathroom`s doors, and the reverse inside, so the male bathroom has a female vintage picture on the inside of the door. The green tiles and old pink sink tap is one more thing to add to the quirky decor in the winery.

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Stuffed Animals Upstairs (2011).

Chalk Board (2011)

Bottle with the order number (2011).

Men`s Bathroom Door (2011)

Women`s Bathroom Door (2011)

THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

THE BRANDED ENVIRONMENT By mixing vintage and modern design, the environment offers a quirky, fun and funky clima. The Decor is the main differential of the place, since it mixes so much different styles that it becomes one style iteslf, the Winery Style. It`s comfortable for those who want to lounge around, quick for those with no time for a meal (tapas bar), and friendly for everybody.

LIGHTING Lighting is dim during the night, and ambient during the day. Different chandeliers and lights give it the dynamic, quirky and comfy touch in the lighting.

MATERIALITY Aiming to show tradition, at least on the floor, old timber floors were used in the refined area (upstairs) to make it look older than the venue is, and also the rough brick walls are a consistent application of this concept.

Like everything in the Winery, Materiality is not consistent to itself, but relates to the brand essence. Rough concrete floor on the ground floor, tiles on the bar, old vintage tiles in the bathroom, timber and wooden elements as well as plastic and stuffed animals bring all this stylish fun the brand aims for.

SIGNAGE & MENU Environment signage Is consistent to the style, with chalk boards and rough finishes. Although menus are simple and communicates with the client well, typography and layout should be rethought. The menu`s opening pages, with vintage illustrations are nice and should be kept.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

CIRCULATION When the venue gets busy, the flow and rhythm of the place slows down, making some clients anxious and stressed , therefore circulation should be reviewed in order to fix this issue and bring the stylish fun back.

BAR

KITCHEN TAPAST

TAPAS

APAS

UPSTAIRS

ENTRANCE EXIT

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Menu The Winery By Gazebo (2011)

The Winery By Gazebo (2011)

The Winery By Gazebo (2011)

GrundFloor The Winery By Gazebo (2011)

The Winery By Gazebo (2011)

Outside Area (2011)

The Winery By Gazebo (2011)

Entrance Way (2011)

Bar - The Winery By Gazebo (2011)

The Winery By Gazebo (2011)

Customer in The Winery By Gazebo (2011)

Layback area ceiling (2011)

Layback area decor (2011)

THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

CUSTOMER`S JOURNEY At the door, the Host welcomes the customer and take them to the customer table, or tapas bar when just drinking and nibbling. The Venue is divided in four main ambients: The Ground Floor, Upstairs (Lounge Area), The Private Area for Functions and The Outside Area, including the smoke area.

GROUND FLOOR The purpose of ground floor is to welcomes people to the experience in the Winery By Gazebo.

People want to meet friends, socialise and be seen. It is a multi-purpose environment where the customer is waiting for their friends, waiting to be seated, having a quick drink or waiting for their meal.

By being an Intermediate space, the ground floor feeds the other spaces as soon as they become available.

The environment is more social, active and friendly. Circulation is heavy and therefore people are more energetic, looking everywhere and trying to be noticed. The customer has two options to enjoy this first place, the dining tables or the tapas bar.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

BAR

TAPAST

TAPAS

APAS

Before getting to this first place, the customer faces the entrance, which is too narrow to support two people walking in at the same time, besides the materials used in the ground is slippery, making it harder for women in high-heels to walk with confidence. This aspect doesn`t relate to the brand essence, since somebody could fall and not have fun at all.

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

REFINED AREA (UPSTAIRS) For those who are in groups of friends and like to have more intimate conversations as well as not enjoying all the social fuss happening downstairs. The area is more comfortable and cozy. Ideal for a more intimate date or for those older couples aiming to have a good time having wine and discussing about it. More quiet than Downstairs.

FUNCTION AREA (ELVIS THEMED) The environment is Elvis Presley themed, which brings to it a vintage, cool and rock&roll feeling, therefore ideal for functions, party and fun.

This option, along with the other environments, shows the diversity and multiple styles choices used in the Winery relates to its brand essence nicely.

Function Area (2011).

OUTSIDE AREA By following the brand essence in the way of offering Stylish Fun, the outside area is another place for the client`s to enjoy the products and service. It`s also an smoking area. It offers a good time when the sun is out, and is covered when it`s raining.

Outside Area (2011).

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

Layback Area - Upstairs (2011).

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

CONCLUSION The “Stylish Fun” the Winery By Gazebo proposes in its Brand Strategy expressed by the Brand Pyramid is nicely reflected on the interior design such as the funky stuffed animals mixed with religious elements, as well as in the different furniture styles and other small pieces of decor spread all around the Winery.

The variety of spaces and “climas”, the lounge area, tapas bar, dining area and outside area makes the venue accessible for a broader clientele. The Winery has places for all states of mind, from chilling out moment to parties and also functions.

Circulation was noted as a problem to be solved, since the venue gets unefficient when busy and crowded. Menu, Signage and Visual Identity is also to be improved, but not as the main priority, the they have very good branding elements in them.

Selling all kind of wines by the glass is certainly a good marketing strategy, which makes the drinking wine experience more affordable.

The lighting, materiality, music and general interior design reflect the brand essence, bringing a strong personality to the place, therefore attracting and keeping customers.

In Summary, the Winery By Gazebo has a great product in hands as well as a good location. The fact of the venue was built over the former Sydney water station makes it even more interesting.

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BRANDING ◌ ASSESSMENT 02 THE WINERY BY GAZEBO HALLAN MOULIN 33434T