Affinity Creative Amplifies Women’s Empowerment Message for The Cycles Gladiator Wine Brand

Wine Hooligans, a beverage company focused on relentlessly solving puzzles together in Santa Rosa, CA, recently appointed Affinity Creative Group to design and develop a new digital style and website for Cycles Gladiator Wine.

Inspired by women’s empowerment, Cycles Gladiator derives its name from the Gladiator Company, a 19th-century bicycle manufacturer based in Le Pré-Saint-Gervais, France. To honor the spirit of the brand’s figurehead, the iconic woman flying on her bicycle, Cycle’s leadership wanted to update the brand’s website design and user experience to mirror the company’s influential wine label and support women’s equality. 

“With the help of Affinity Creative Group, the Cycles Gladiator brand celebrates a contemporary wine culture that is uncontrived and genuine. We believe in women taking back their agency and reveling in that empowerment, and we’re thrilled to finally make that a priority throughout the entire Cycle’s brand image.” – Adam LaZarre, Founding Winemaker of Cycles Gladiator & Director of Winemaking for Wine Hooligans.

The wine brand owners wanted a total digital revamp with a strong foundation, supporting their creative brand assets, both old and new. The Affinity Creative team rose to the challenge and developed a cohesive visual style and digital tone with meaningful messaging. 

After establishing a robust brand personality framework, the Affinity Creative team updated the brand’s logo, typography, and supporting elements, while retaining strong, existing brand equities. Thus, the agency magnified the powerful theme of the Cycles Gladiator brand—both on and off the website—effectively promoting a female-empowering message of self-love, confidence, and liberation. 

The agency’s brand strategy groundwork also informed and inspired the production of ‘evergreen’ media content for the brand’s digital channels beyond Cycles Gladiator’s new website. From a modern interpretation of Belle Epoque poster typography, colors, and textures to the use of candid female-focused imagery, new digital assets reflect the iconic cycling maiden’s brand values of sincerity and energy.

A seamless UX completes the digital package, with compelling lifestyle photography and dynamic video components. All elements merge perfectly to inspire wine lovers to “join the movement” and represent the brand’s late 70s California vibe with a confident nod to modern-day women’s empowerment.

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