Five Grapes, a wine importer in the B to B space, wanted to expand into e-commerce and sell hard-to-find wines directly to consumers. Needing a name, logo and a strategic reason for being, HITK built the brand positioning around access - to special offerings via “fantastic finds.” The name “Inside The Grape” refers to behind-the-scenes wine information and access to surprising varietals. The logo, a cluster of grapes made from conversation bubbles, represents the discussion and sharing of fine wines, and the full website fulfilled the consumer promise of providing access to the same.