2016
Selective Wine Brand Identity
Logo, Custom Typeface, Pattern Design
Overview
This project was created for a company specializing in rare wines from independent wineries, distributed through boutique retail spaces and curated tasting events with sommeliers.
What started as a logo design task evolved into a comprehensive visual identity system, including patterns and a custom typeface, allowing the brand to communicate a consistent and recognizable voice across all touchpoints.
What started as a logo design task evolved into a comprehensive visual identity system, including patterns and a custom typeface, allowing the brand to communicate a consistent and recognizable voice across all touchpoints.
Challenge
The goal was to create a brand identity that expresses authenticity, craftsmanship, and heritage, while avoiding generic “premium wine” visuals.
The identity needed to feel distinctive and memorable, while working across physical retail environments and live tasting experiences, where first impressions are critical.
The identity needed to feel distinctive and memorable, while working across physical retail environments and live tasting experiences, where first impressions are critical.
Concept & Art Direction
The concept was inspired by collaboration with a researcher studying ancient writing systems. I explored Cuneiform as a foundation, focusing on the qualities of early human communication — rawness, tactility, and imperfection.
By combining references to ancient inscriptions with elements of early Slavic visual culture, I developed a handcrafted and historically inspired visual language that feels both timeless and unique.
By combining references to ancient inscriptions with elements of early Slavic visual culture, I developed a handcrafted and historically inspired visual language that feels both timeless and unique.
Process
The project began with extensive analog exploration, where I developed multiple logo directions using ink and pen, focusing on expressive letterforms and symbolic structures.
To bring more depth into the process, I introduced a material-driven approach, translating selected concepts into clay prototypes. By physically shaping and carving the forms, I was able to capture natural imperfections and texture, which became a defining characteristic of the final identity.
The selected forms were then photographed, color-corrected, and translated into vector outlines. During this stage, I refined the balance between expressiveness and clarity, ensuring the logo remained legible and scalable across different formats.
The selected forms were then photographed, color-corrected, and translated into vector outlines. During this stage, I refined the balance between expressiveness and clarity, ensuring the logo remained legible and scalable across different formats.
In parallel, I developed hand-drawn patterns using ink, extending the identity into a flexible visual system that could be applied across different brand materials.
Recognizing the strength of the concept, I proposed creating a custom typeface to unify the brand. This initiative was approved by stakeholders, and I designed the typeface by hand, digitizing each glyph and assembling it in font production software.
The final typeface intentionally preserves irregular and slightly distorted forms, reinforcing the idea of handcrafted, historical writing, while being used selectively for headlines and accent elements.
The final typeface intentionally preserves irregular and slightly distorted forms, reinforcing the idea of handcrafted, historical writing, while being used selectively for headlines and accent elements.
Result
The final identity, including the logo and custom typeface, was approved, officially registered, and remains in use across the brand’s ecosystem — from retail environments and events to printed materials and editorial content.
The longevity of the system highlights the timelessness and strength of the concept.
The longevity of the system highlights the timelessness and strength of the concept.
Impact & Strengths
This project demonstrates my ability to create end-to-end visual systems, going beyond a single deliverable into a cohesive and scalable identity.
It highlights strong conceptual thinking, the ability to translate abstract ideas into tangible design solutions, and a deep understanding of typography, form, and materiality.
It also reflects my creative initiative, particularly in expanding the scope from a logo into a full identity system with a custom typeface, as well as my ability to collaborate with interdisciplinary stakeholders.
Most importantly, it shows a foundation in craft-driven design, combined with systems thinking — an approach that continues to inform my work as a Product Designer today.
It highlights strong conceptual thinking, the ability to translate abstract ideas into tangible design solutions, and a deep understanding of typography, form, and materiality.
It also reflects my creative initiative, particularly in expanding the scope from a logo into a full identity system with a custom typeface, as well as my ability to collaborate with interdisciplinary stakeholders.
Most importantly, it shows a foundation in craft-driven design, combined with systems thinking — an approach that continues to inform my work as a Product Designer today.
