The Vines
Brand Identity
May 2020
The Vines brand identity project exemplifies a sophisticated approach to luxury viticulture through a cohesive and artisanal design language. Spearheaded by the design firm Mythology, the branding initiative establishes a premium, global narrative for the winemaking community. The execution leans heavily into editorial minimalism and classic typography, creating a visual system that feels both academic and deeply rooted in tradition. Sophie Mascatello contributes intricate, ink-style illustrations that punctuate the identity, ranging from delicate botanical motifs to heraldic emblems that frame various wine regions like Mendoza and Montalcino. This commercial project masterfully balances the tangible nature of the craft—seen in the tactile, wood-encased label-making workbooks—with a sleek, modern digital presence. The use of soft light and warm, natural tones across the lifestyle photography grounds the high-end graphic elements, reinforcing a sense of intimate, professional winemaking. By utilizing a refined green line-art style and structured geometric frames, the identity achieves a timeless quality that translates seamlessly from physical packaging to expansive UI illustrations. The project functions as an educational and aspirational toolkit, successfully marrying the heritage of global viticulture with the precision of contemporary corporate design. Every element, from the deliberate color theory charts to the curated stationery, ensures that the brand resonates as an authoritative and cultured voice in the world of fine wine.
