Dashboard Launches New Torstar Brand Winefox.

Hot on the heels of launching TheGridTO.com Dashboard serves up Winefox.ca for Torstar.

TORONTO, June 21, 2011 /CNW/ - In November, our amazing Clients at Torstar approached Dashboard to help create a new wine portal. Charged with developing the brand from the ground up and then bringing it to life online, Dashboard in close collaboration with our Clients went to work building the brand strategy, branding, content strategy, design and development. The end result, Winefox.ca.

On Winefox.ca, wine lovers of all levels will find an extensive catalogue filled with both rare and everyday wines. There are reviews, news, trips, pairings, tastings and the chance to create your own virtual online cellar. Winefox.ca aims to engage the community by rating and reviewing, all of which is easily shared through social media.

The Winefox brand stands for the passionate quest for great wine without the attitude. The name was inspired by the notions of searching, cleverness and wit. The logo design is a reflection of the timelessness of wine but with a modern twist.

" Wine may be steeped in history but it doesn't have to be intimidating. We incorporated a playful illustration style to keeps the brand feeling light, energetic and inclusive and the tagline — The sly on wine — speaks for itself " Says Catherine Baird Dashboard's Associate Creative Director. With a name like Winefox, you obviously need a fox! Peppered throughout the site you'll find the fox in all sorts of witty places. He is debonair in his appearance, a dandy in his manner and cheeky is his tone. Bringing a newfound levity to the wine world.

"From the get go we really enjoyed working with Dashboard, they brought a lot of passion and hard work to this project.  They understood and advanced our vision for a friendly, unintimidating and high quality wine lifestyle experience, and we love where they went with the brand." - said Winefox's General Manager, Dean Ostilly.

About Dashboard:
Established in 2001, Dashboard (www.dashboard.ca) is a leading brand engagement agency specializing in innovative marketing solutions. Based in Toronto, Ontario, the award winning agency designs and creates practical and fresh ideas that leverage all channels. Dashboard's mission is to: Think strategically. Act creatively. Be ingenious.

SOURCE Dashboard

For further information:

Brian Steinhauser
Director of Client Engagement - Dashboard
o: 416 504-4422 ext. 234
e: brian@dashboard.ca

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