Good Pair Days excels in personalised product discovery through expert curation and innovative tech-driven personalisation. Often overlooked, their unique selling point positions them as the most advanced wine retailer on the market. Previously known as The Wine Gallery, their existing name didn't align with their vibrant and inclusive brand identity, coming across as overly literal and generic, lacking the distinctive touch to stand out in a traditionally reserved and elitist wine market. 

In collaboration with copywriter Cat Wall, Universal Favourite rebranded to find a name that would evoke surprise, excitement, and inclusivity. Their mission was to make wine accessible to all, captured by the name "Good Pair Days," which embodies their commitment to a more approachable and enjoyable wine experience.

Focusing on capturing the essence of Good Pair Days, Universal Favourite developed a comprehensive identity system encompassing a logomark, an illustration system, complementary icons, an ownable colour palette, bold typefaces, and a distinct tone of voice to elevate the brand's presence across multiple touchpoints, including campaigns, the website, the app, packaging, and member merchandise.

The challenge was to ensure that the visual identity effectively conveyed the brand's digital nature while retaining the human touch that characterised their exceptional customer service and product experience. In response, Universal Favourite introduced a cast of illustrated characters, diverse and energetic, designed to guide customers through both online and offline interactions.

Aligning with the brand ethos, Universal Favourite infused the unboxing experience with unexpected delight. Every aspect of the packaging is adorned with quirky and bold brand messaging, whether a single-bottle box or a 12-bottle case. The studio's redesign extended to tasting note cards, welcome booklets, and tote bags, all aimed at enhancing the discovery and educational experience for the audience. Good Pair Days used the rebranding opportunity to embrace sustainability, leading Universal Favourite to craft packaging with built-in handles and biodegradable moulded pulp inserts, making the product packaging 100% recyclable.