Established in 1997, BI Fine Wines and Spirits (Formally Bordeaux Index) has grown to become one of the leading global fine wine merchants with offices in London, Hong Kong, Singapore and Los Angeles.BI approached Dusted at a key stage in their business growth with a mandate to help reposition the business in alignment with their future goals. The first stage was brand immersion though a number of key stakeholder interviews across the business. We developed a messaging platform of hero statements: ‘A sense of excitement (taste, place, indulgence, occasion)’ to help communicate to all audiences and focused on the very nature of the wine industry, the consumption, the passion and how it appeals to many senses, both physical and the emotive. Dusted then designed a bold visual language stepping away from the financial look of the current identity and focusing on a look and feel more akin to a luxury goods business – reflecting premium quality, authenticity, indulgence and enjoyment as well as a modern and professional business (a modern classic). We undertook a leading roll in the approach to the website redesign and consulted across both UX, UI and a technical back-end rebuild. The scope of the project covered off: brand values, visual identity, photography, responsive website
, video, signage, exhibition design, packaging, stationery, merchandising and livery.