A new world of wine investment
Brand & digital experience to transform the category
Cult are on a mission to set a new standard for fine wine investment, by making it effortless, enjoyable and stress-free. We were asked to create a brand that changes the way people think about investing in wine, with the power to grow the category and position Cult firmly as its leader.
“We launched Cult with a vision to transform wine into a credible asset class. It’s been our mission ever since to revolutionise the way fine wine investment works.”
Stakeholder interview
Cult believe that wine will always be an exciting way to invest. But it’s a category marred by misconceptions. It can feel complicated and intimidating — even a bit ‘old-school’. We set out to help Cult revolutionise the category and excite audiences through a new brand proposition, and an inspiring visual and verbal identity. By marrying the heart and mind, we’d show that investing with Cult is both financially and lifestyle-enriching.
At Cult’s heart is a boundless love of fine wine. This is reflected in the bespoke logo mark containing a wine stem and bowl, based on a typeface with confidence and gravitas. It scales down into a unique identifier across all platforms, forming the foundation of a logo system to support current and future Cult products.
Inspired by the chalk markings on barrels, we introduced energetic illustrations that reflect Cult’s restless character, and combined them with a unique colour palette. The hand-drawn element is a nod to the passion that goes in to producing wine, an acknowledgment that this is an investment product with an undeniably human touch.
While investing in wine can be complex, Cult make it simple by taking on the burden for their clients. We introduced more of this ethos into the website experience — an easy sign-up flow with distinctive brand moments, and intuitive modules that behave as tools to visualise wine investment.
Cult want wine investment to be taken seriously as an asset class, and to be seen as the experts in it. We developed ways for the team to share their knowledge in a uniquely ‘Cult’ style — from displaying data across the site, to the design of investment reports. We coupled that with codes borrowed from the fintech and investment world, to stand out against the wine category while showing Cult’s depth of experience.
Working closely with Cult’s product team, we delivered key pages which express the brand’s evolved character. Alongside a comprehensive set of online brand guidelines, these will form the basis of future product launches.
Exploring creative territories
“Output’s strategy has been extremely strong throughout and the creative has been inspiring and brilliant. We're excited to see where it takes us.”
Tom Gearing
CEO and Co-Founder, Cult
