At the start of 2023, my team and I set out to explore ways to strengthen and grow the branding of our private label, The Wine Savant. One key question guided our discussions:

With such a broad product range under The Wine Savant, how can we streamline or reposition our offerings to solidify the brand’s identity?

Originally launched as an Amazon-based e-commerce company specializing in glassware, The Wine Savant offered a variety of products, including uniquely shaped whiskey decanters, colored glassware, and intricate wine aerators. As the brand’s popularity grew beyond Amazon, it became clear that a distinction was needed between our novelty decanters and our luxury glassware.

Our solution was to retain the iconic shaped decanters that have become synonymous with The Wine Savant, while creating a new brand for the high-end colored glassware. This led to the birth of Khen, a brand that now houses our luxury glassware collection.

During our competitor analysis, we discovered that most high-quality glassware brands were priced out of reach for the standard consumer, averaging around $60+ for a simple set of 4. This revealed a clear opportunity: a glassware brand that delivers beautiful, high-quality, luxury-style products at an affordable price point. Building Khen around this concept while offering unique, colored glassware gave us the competitive edge to stand out in a crowded market. Khen is redefining luxury by making it accessible to everyone, with prices averaging around $50 for a glassware set of 6, while still retaining good quality.

I took a lead role in shaping the brand's identity and creation process, organizing daily workshops to refine the vision and impact Khen aimed to achieve. Throughout the process, we studied what made luxury competitors successful and conducted focus groups to gather valuable feedback, adjusting our approach with every iteration of the brand. To explore the conceptual and ideation process, including preliminary drafts, competitor analysis, and iterations informed by user testing, please check out our Miro Board.

After finalizing the brand identity, tone, logo, and primary color scheme, a colleague and I began working on the packaging and marketing materials, seen on the Miro Board. With a focus on building strong brand recognition, we developed a flexible design that could be adapted for different products while maintaining a cohesive look. The result was a packaging design that ensures Khen is easily recognizable on retail shelves.  

In early 2024, to stay competitive and relevant, Khen underwent a rebrand with the assistance of an external design firm. While preserving the core brand identity that my team and I had developed, they refreshed the logo and made subtle adjustments to the colors and packaging to enhance brand recognition. Although some design elements differ from our original work, the brand’s message, tone, and impact goals remain consistent.