Jim Nejaime of Nejaime’s Wine Cellar, one of the Berkshires’ best-established family businesses, approached us to help with an expedited transition – an amicable split between his business and other members of the Nejaime’s family. This transition required Jim to change the name of the business and establish a new identity for his operations.

The opportunity to rename and brand an existing, mature business is not one to take lightly – but it is one that can create an amazing amount of energy, excitement and opportunity for business leaders with vision. Jim had this vision for his company – a chance to re-imagine and dream anew. For us, this is the ideal partnership – working with an optimistic, forward-looking individual expert in their particular field.

We worked with Jim’s highly-invested staff on the process, leading two sessions of brainstorming, wordplay, and design development. Our work together revealed a business that was highly motivated, “spirited” in its engagement with customers and product. We worked closely on finding just the right note to balance the different dimensions of the business – a balance between intelligence and fun, wine and other products, and action and integrity. The name “spirited” and the larger brand of Spirited Wines and Spirited-Wines.com emerged during this process as the right note. The development of the new logo and identity system and brand palette followed, based on broad industry trends, opportunities to present a fresh, divergent brand regionally, and a number of physical constraints for signage and graphic usage.