How do we make a wine visually appeal to a new demographic who are novices to the category? The goal was to disrupt the market with a unique, sweet red blend that subverted the traditional cues and fussy, ornate styles of red wine and create an approachable, modern wine brand.

To celebrate the unique flavor profile of the wine itself, we amplified the role of the smooth, sweet notes through a musical motif. The pursuit was to evoke the multisensorial warmth of vinyl records. The centre of the record creates the D monogram as well as a nod to the dot of the ‘i” in “Desiree”. The monogram is visible as a discovery element across further touchpoints – on the cork and tasting notes for example. The introduction of an icon felt modern and flexible for a wine brand. To finish with, the wine label reads as the vinyl sleeve, while bespoke ink production creates a tactile and sensual feel to the ‘record’.

The brand has used the logo within numerous touch-points, including in store, merchandise, press kits and point of sale channels across various national wine suppliers and stockists.