Analysis of the Brand Positioning of Simple Group

Throughout its history, Simple Group has shifted its brand positioning from a more premium focus to a democratic one, appealing to a wider audience. This transition is evident in several aspects: the renaming of its retail network, the launch and expansion of educational programs, consumer-focused events, and a restaurant targeting the mid-price segment. The brand’s design also reflects this democratic approach.

Brand Architecture of Simple

Despite its broader appeal, Simple maintains its connection to premium products through its private labels and communications, which sometimes cater to premium consumer interests. The SimpleWine Privé brand, designed for premium audiences, is part of the overall brand architecture.

The brand’s strategy focuses on developing Simple as a corporate brand, reinforcing all its directions, many of which are tightly integrated within the overarching structure. This includes emphasizing the brand's values, principles, and HR communications.

Simple positions itself as a leader in its segment by focusing on its role in the market as a source of wine culture. This is also supported by the company's publishing activities. However, the brand rarely uses terms like "leader" in its communications, emphasizing its contribution to the market as a whole rather than competition.

HR Branding at Simple

The company’s HR communications highlight strong employer branding. The benefits of working at Simple Group include:

• Opportunities in a fast-growing company.
• A corporate culture that fosters groundbreaking ideas.
• A professional team.
• The chance to be part of the wine community.

Brand Visual Identity

The primary brand colors are white, burgundy, and dark gray. Burgundy references the product itself, while noble gray symbolizes the color of a wine bottle. The company features a recognizable logo with a wine glass.

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