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Launch of a completely new category of product for one of the leading brands in premium under counter refrigeration



U-Line needed a versatile partner to help guide them and bring a new product in a completely new product category to life. The launch partner was required to solve numerous marketing, design, and development challenges under strict brand and technical requirements and guidelines.  


A new U-Chill brandmark and messaging narrative was developed to stand out and connect with wine and beverage enthusiasts, and also live alongside the existing strong U-Line brand. A plan was developed to design and build a completely new e-commerce website within the existing U-Line Magento site. Created a content marketing plan, including blog and video assets for use across the new website social media, and other digital platforms. 


The new product launch was on time and on budget. The new website was handed off to the client's IT  and e-commerce teams and worked seamlessly within the existing Magento platform.  U-Chill's premium messaging and unique value proposition connected with wine lovers and U-Line's discerning reseller network. Having raised a glass or two to toast the launch, U-Chill was well-positioned as a premium must-have product for wine aficionados. 

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Brand Identity and Messaging

Developed a new mark that worked alongside their existing corporate brand and for optimum use across all digital and non-digital applications. Created an engaging product marketing narrative around the new tagline The Perfect Serving Companion, featuring U-Chill's key products characteristics and genuinely unique value to the discriminating wine enthusiast. 

New Magento Website

Created Wireframes and designed and developed a U-Chill branded second eCommerce storefront into U-line's existing main Magento website to act as the content hub and primary landing page for the company's first-ever direct-to-consumer e-commerce product.

Companion Videos

Library of video clips and influencer review videos featuring the product usage and premium craftsmanship for use on the U-Chill website, social media, and other digital marketing. 

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