Thirty years of restaurant supply and no consumer brand at all. A new name, a shop, and direct sales up 118% in the first two quarters.
Client
Kelder
Market
Netherlands
Engagement
Branding & web
Fee
€3,400
Duration
4 weeks
Shipped
April 2024
01
The problem
The importer had supplied Amsterdam restaurants for thirty years under a name that was the founder's surname and an abbreviation nobody could spell. Trade buyers knew it. Consumers had never heard of it, and the restaurant channel had just contracted.
There was no shop, no photography, and a catalogue of 600 wines described in importer shorthand.
02
The decision
We renamed it. That is the intervention clients resist most and it was unavoidable — the old name was a trade asset and a consumer liability at the same time.
We also cut the catalogue on the shop to 140 wines. Six hundred options is a warehouse, not a shop, and the long tail was doing nothing but slowing the decision down.
NamingIdentityE-commerce designFront-end build
03
What changed on screen
01 · Name and wordmark
Name and wordmark — one word, spellable over a phone, available in .nl and as a trademark.
02 · Shop
Shop — 140 wines instead of 600, grouped by the occasion people actually buy for.
03 · Product page
Product page — importer shorthand rewritten into two sentences a person can act on.
04 · Trade portal
Trade portal — the restaurant business kept its own door, unchanged and unbranded.
04
Result
Measured over the two quarters following launch against the same two quarters a year prior
+118%
Direct-to-consumer revenue
First two quarters after launch.
140
Wines on the shop
Down from 600; the rest stayed on the trade portal.
4
Weeks
Naming to launched shop.
0
Trade accounts lost
The rename did not cost a single restaurant.
“We were sure the rename would cost us the restaurants. It cost us nothing and opened a second business.”