About Different Drop
Different Drop is a fast-growing online business made up of a team of wine geeks with a slight obsession for artisanally made Australian wines and spirits. They wanted to move their e-commerce store to Shopify Plus, a platform that would make it easier for their audience to discover and buy Australia’s best artisanal beverages.
The Challenge
Before migrating platforms, we convinced Different Drop to develop a stronger brand story and identity.
In addition, there was an opportunity to appeal to an emerging, fun and more experimental wine audience. Everything about the current brand experience was targeting older, wine connoisseurs with specific tastes and preferences.
What we did
We used a combination of tools to craft the Different Drop brand story. One of which is storytelling archetypes.
Archetypes are universal patterns found in all stories. They come to life in 12 characters – from the innocent to the lover, from the revolutionary to the jester. The beauty about storytelling archetypes is their ability to cross culture, continents, markets and brands.
We asked the Different Drop team to share what they thought their brand storytelling archetypes were. We received similar responses – hero, revolutionary, sage. They completely overlooked the one that we felt was core to their brand.
The lover.
The lover seemed foreign to blokes who filled boxes of wine every day. Yet everything about their brand spoke of love. A love of artisanal wine, local winemaking and the sensory pleasure of wine. A love for the wine geekiness in each team member.
The Different Drop team was not just filling boxes, they were sharing their love of artisanal wine.
The Result
The team acknowledged their higher purpose and accepted that the lover archetype was core to their brand (sealed with a glass of artisanal red!)
From here, we were able to develop a new brand identity and guidelines that talked to the love and passion that underpins this brand. A story that translated well into their online store.
Wrapping Up
Different Drop had the opportunity to move straight into a new platform. But they made the bold step to step up their branding by connecting to their story. That story has strengthened their brand experience across all touchpoints including a more engaging e-commerce platform.
If you want to connect to your brand story using storytelling archetypes, reach out.
You never know what you’ll discover about your brand.