The Leelanau Peninsula Wine Trail recently unveiled its new brand. The new brand is designed to better reflect the trail’s personality and experience for its visitors while strengthening its position in the national wine industry.
After careful analysis of the trail’s former logo created in 2007, the Leelanau Peninsula Wine Trail leadership determined the need to update and refresh the brand to better align with the trails’s current positioning and image.
The rebranding initiative was led by the trail’s Executive Director, Lorri Schreiber, and Assistant Director, Abby Porter, along with a Marketing Team made up of volunteer members in partnership with Greenlight Marketing of Traverse City.
“We are very excited to launch our new brand,” shares Schreiber. “Our team put a lot of time, effort and research into developing an image we feel better reflects the personality of the Leelanau Peninsula Wine Trail. We are fun, friendly, approachable while at the same time, we take our winemaking very seriously, and our continuous awards and recognition reflect this.”
The Leelanau Peninsula Wine Trail, Michigan oldest and the Midwest’s largest wine trail, recently placed number two for “Best Wine Regions in North America” by USA Today. This is the second year in a row that Leelanau Peninsula was nominated for the poll by a panel of industry experts. In 2018, Leelanau Peninsula took third place behind Finger Lakes and Lodi, respectively.
“We are pretty thrilled that we are in the top two as a consumer favorite,” shares Schreiber. “We are lucky to live in a beautiful region that can grow exceptional wines, but I truly believe this is a reflection of our individual wineries and overall personality of the trail. Our new brand is a great representation of who we are and where we’re going.”
Schreiber and Porter will oversee the implementation of the new brand. A new website, iPhone and Android apps, brochure design, ad campaigns, and more are expected in the upcoming months.