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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 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.