Redesigning a Small Natural Wine Brand
Glassmaker, a small natural wine label owned by my partner, sought to expand its distribution and refresh its branding to better represent the company's growth and the evolving quality of its wines. Collaborating closely with my partner, I undertook the task of creating a sophisticated, modern, and artistic redesign for the labels, extending the new design to business cards and updated website visuals.
In the competitive landscape of natural wine, labels often feature bold, hand-drawn artwork and typography to attract buyers and convey the wine's philosophy. Glassmaker's existing design already possessed distinct elements, including a serif logo, a diagonal slash, and bold pops of color reminiscent of historic label designs. For the rebrand, we aimed to preserve these elements while infusing the design with a fresh, standout aesthetic that resonated with other natural wine labels and captured the essence of each wine.
Throughout the design process, I explored a variety of approaches, experimenting with hand-drawn and painted elements to infuse the design with a personal touch. These explorations allowed for the discovery of unique visual elements that would ultimately define Glassmaker's new identity.
The final design features a hand-drawn Glassmaker logo, crafted by tracing over a printed version of the logo and then meticulously inking it by hand. Additionally, a cluster of circles, resembling grapes, was incorporated into the design—a happy accident discovered during the sketching process, serving as a reminder of the creative potential found in playful exploration.
The visual system relies on clean typography and carefully selected colors. Each label features a primary color, with the option for a secondary color applied to the diagonal slash. My partner selects the primary color based on his impressions of the wine, with my assistance in finding the perfect shade for each batch of labels, ensuring that the design reflects the unique character of each wine.