goodwine is a local Kyiv wine and grocery store. In 2018 they completely reimagined their loyalty programme making it as personalized as possible. All customers received exclusive offers based on their preferences. So basically every single user was given an own unique loyalty programme.

The brief was to create an identity that will go beyond boring and corporate norm of all shops’ loyalty programmes.

goodwine is very human. It’s made of people. The brand has always supported the uniqueness of every employee and customer. To support the customization of the loyalty programme and the diversity of thousands of goodwine’s people we came up with the idea to create thousands of different identities.

We created naive visual style. Then we programmed an algorithm that randomly shuffles elements and creates thousands of designs. We used them to make an exclusive branding for every customer personal card. Now there are no two identical cards because there are no two identical customers.

goodwine employees became the part of identity. The posters were placed in the exact store departments next to workplaces of exact people. The heroes of posters ‘explained’ how the loyalty programme worked in their department. We also saved the exclusive speech patterns of employees in copywriting. So that you feel that a real person is talking to you.

Usually people don’t like anything new. But this time 85% of old clients switched to the new programme. And 28 459 goodwine’s visitors became new loyal customers.