Brand Strategy & Creative Design

Bottle501 is a craft beer and wine destination in Durham, North Carolina, serving the state’s Triangle region. Bottle501 aims not only to promote excellent products and outstanding customer service, but also seeks to educate customers on new beverages, industry trends and more.



When the owners of Bottle 501 decided to open an upscale craft beer and wine bottle shop in Durham, they already had a solidified business plan and concept in mind. However, they were in need of a defined brand to help to bring everything to life. Bottle 501 sought out MMI to provide comprehensive integrated strategic communications services to build an engaging brand from the ground up. This included the need for development of brand assets and a communications plan to support its brand debut, product sales and promote store traffic.


In order to create the Bottle 501 brand, MMI engaged in a creative process that assessed the store’s competitive market space, stakeholder preferences, and desired image as a unique bottle shop with a great tasting lounge. In order to create branded assets, MMI first developed a creative brief that aligned all branded assets (digital, traditional and social media) with a common brand goal. Next, MMI met with Bottle 501 to present three distinct branding concepts, each with their own unique logo treatments, images, fonts, colors, messages and more. Bottle 501 ultimately selected elements from two of the concepts to create a fully custom brand identity, referred to as “Warmth & Woods.” This concept encapsulates the shop’s modern aesthetic, combined with its inviting atmosphere and Southern charm. This approach enabled MMI and Bottle 501 to launch a streamlined communications campaign that positioned Bottle 501 for success in a competitive market of craft beverage enthusiasts.


Once the brand identity was established, MMI crafted a grand opening plan to include brand strategy and identity opening day, media day and family and friends events; website development; marketing collateral development; guidance on outdoor, radio and print advertising; and social media services. An integrated go-to-market brand campaign included a video for social and online assets showcasing the company’s vision, along with the creation of brand messaging that effectively conveyed Bottle501’s unique position within the beverage marketplace. This included expressing across all assets that Bottle 501 offers a unique and robust bottle selection of beers and wines from North Carolina, across the United States and around the world.

Campaign results have been exceedingly positive, with a weekend-long grand opening event attended by several hundred people to jumpstart sales. The event was covered by local publications including Triangle Business Journal, WRAL, Durham Magazine, the Bites of Bull City blog and more. Since launching on October 2, the Facebook page has garnered 404 likes and continues to grow. All of MMI’s efforts served to build and promote a strong brand that will be an integral part of the Triangle community and its growing craft beverage scene.


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