The Winesider is a food-tech company aiming to simplify restaurants' wine operations.
The majority of Italian restaurant owners are restaurateurs and not entrepreneurs. They associate innovation/technology as the opposite of human interaction/touch. They are emotionally invested in their suppliers and blind to some extra costs or income loss.
The Winesider communication had not been very clear and it would have given the impression that The Winesider is a winery, a wine distributor or a completely different impression: a payment system!
To overcome the first two challenges we used one keyword as the center of all communication activities: Simplification.
We positioned The Winesider as a technological solution which simplifies all the wine operations in a restaurant.
The slogan was very vague and did not help either:
The Winesider - Your Revolutionary Experience.
Inevitability, we also changed the slogan to:
The Winesider - Your Wine Cellar at Your Fingertips.
• Your Wine Cellar directly shows that TWS focuses on the wine part of restaurant business.
• at Your Fingertips implies the simplification of wine operations without using the term 'simplification'.
• Fingertips implies the technological solution without using the term 'technology'.