How might we create a wine subscription service for people who are overwhelmed and intimidated by the prospect of choosing a bottle of wine? Can we create an engaging and fun way to purchase wine for people that don't know anything about wine?
Create a brand with a founder that our users can identify with and trust. A brand built on non-comformity where drinking wine is another way our users are breaking with the status quo. Make the online buying experience easy, entertaining and enriching.
We thought about centering the brand around a founder, an ex musician from Seattle, who in his travels discovered and learned everything about wine. This solves for relatability, tone of voice and aesthetics. With this founder at the center everything came into clear focus.
With our onboarding questionnaire we find out about our customers preferences in taste. We offer suggestions based on preferences. We also get to share our independent business model and offer a great value.
For the unboxing process it was important to us to include a magazine to surprise and delight the customer. For the user to be able to experience the Flight Club world, have a sense of community and start to redefine what a wine drinker is like.
For the full brand experience we created a music festival. Where Flight Clubbers can go relax, enjoy our wine and have a great time listening to local music. Through our social media channels we are sure to create a strong emotional bond with our customers creating a quality and loyal relationship.