Départ's ultimate mission as a new wine and beverage retailer is to "...use wine as a way to improve equity and social justice, invigorate local communities, take advantage of economies of scale, and disrupt an exciting, competitive market just as a new cohort of consumers matures."

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With that in mind the goal was to create brand messaging that would appeal to a younger emerging audience with a playfully chic aesthetic that is modern but not trendy. Classic and timeless without feeling staid or stodgy. And lastly, firmly situated in the world of wine but avoiding the industry's historical perception of exclusivity and elitism.