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The Uproot winemakers wanted to re-imagine the wine category by a creating fresh, modern and engaging experience for a new generation of wine drinkers. Our task was to develop a compelling brand story, name and visual identity that challenged traditional wine attitudes and delivered a refreshingly different wine experience.
The name, Uproot was inspired by our clients’ life-changing decision to move from the bustling streets of NYC to the vineyards of California and resonated with their desire to shake up the traditional wine world with an offering for an affluent, educated, socially influential consumer who doesn’t have a large wine knowledge base. Both partners would be very hands-on with the building of the brand and we sought to convey this personal touch via our suite of hand-drawn marks that are used across the system.
Continuing the theme of establishing a fresh approach to the wine category, we designed a packaging system built around the concept of simplified and visual tasting note. Inspired by each wine’s unique flavor profile, we designed a color bar that references the layers of flavors within a given profile: the more prominent the flavor, the larger the color block. Grid paper is subtly featured within the system as a reference to the personal, artisanal touch of field notes taken by the winemakers throughout the process. This system was then extended across further brand activations including: stationery system, shipper design, website look and feel, posters and tasting book premiums.