Winery By Gazebo - Surry Hills - Brand Report

THE WINERY BY GAZEBO BRANDING REPORT HALLAN MOULIN 33434T

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HISTORY

BRAND STRATEGY

THE CREATORS

TARGET MARKET - CLIENT PERSONA

TOUCHPOINTS - DECOR - WEBSITE - CHALK BOARD - BOTTLE WITH THE ORDER NUMBER - STAFF - BATHROOMS

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

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

CONCLUSION

◌ CONTENTS

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THE WINERY BY GAZEBO ◌ BY HALLAN MOULIN 33434T

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.

THE HISTORY

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FEATURESDifferent Spaces/Environments, Good Food,Opportunity to Enjoy good

wine at an accessible price, Cool.

FUNCTIONAL BENEFITSOptions for environments/clima, Comfortable

Get to know a range of wines

EMOTIONAL REWARDSNostalgia, Be Cool,

Making Friends

CONSUMER VALUES Independent, Creative,

Friendly, Social

PERSONALITYStylish, Confident, Fun,

Creative, Audacious

STYLISHFUN

THE BRAND PYRAMID

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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 discus-

sions 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 pos-

sesses. 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 ap-

propriate 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.

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)

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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.

THE CREATORS

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

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“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.

TARGET MARKET

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CLIENT PERSONA

NAME NAMECameron Michele

29 31

Sydney Melbourne

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.

Michele is outgoing, likes to go out with “the

girls”. She`s well traveled, friendly and confi-

dent. She has a boyfriend in Sydney and she

likes to drink wine and experience new tastes.

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.

She has her own business in fashion, is very

focused and independent.

AGE AGE

LOCATION LOCATION

SOCIAL LIFE SOCIAL LIFE

WORK LIFE WORK LIFE

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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 infor-

mation. 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.

TOUCHPOINTS

Stuffed Animals Upstairs (2011).

Chalk Board (2011)

Men`s Bathroom Door (2011) Women`s Bathroom Door (2011)

Bottle with the order number (2011).

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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.

THE BRANDED ENVIRONMENT

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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

TAPASTAPAST APAS

UPSTAIRS

KITCHEN

ENTRANCE EXIT

The Winery By Gazebo (2011)

GrundFloor The Winery By Gazebo (2011) The Winery By Gazebo (2011) Outside Area (2011)


Menu The Winery By Gazebo (2011)

Layback area ceiling (2011) Layback area decor (2011)


The Winery By Gazebo (2011) Entrance Way (2011)

Customer in The Winery By Gazebo (2011)

Bar - The Winery By Gazebo (2011)

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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 be-

come 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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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.

BAR

TAPASTAPAST APAS

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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 hap-

pening 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.

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.

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 (2011).

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Layback Area - Upstairs (2011).

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CONCLUSION

The “Stylish Fun” the Winery By Gazebo proposes in its Brand Strategy ex-

pressed 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 func-

tions.

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 im-

proved, 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 sta-

tion makes it even more interesting.

BRANDING ◌ ASSESSMENT 02 THE WINERY BY GAZEBO

HALLAN MOULIN 33434T

Winery By Gazebo - Surry Hills - Brand Report

Documents

original gazebo

brand essence

t brand strategyby

good wine

t drinking wine

brand possesses

formality of drinking

good food