Native Vine champions exciting natural and biodynamic wines, stocking a range of unique, organic and vegan wines from small-scale producers. Specialising in wines from lesser-known regions and independent winemakers, they are passionate about strengthening the connection from vineyard to glass. With ambitious plans, Native Vine approached Fiasco with the challenge to make them more accessible to a wider audience.
The new brand identity builds upon the human stories of the wines, strengthening the connection between winemaker and drinker. It aims to cut through the elitist jargon that traditionally surrounds wine and put the fun back into wine buying.
The wonderful array of colour hues that characterise natural wines is celebrated via a dynamic palette that is broad, vibrant and reflective of a diversity of colours and flavours. The hero font ‘Blazing Sun’ captures the imperfections of organic wines and the hand-crafted feel that carries through the branding. Fiasco customised the font to ensure it fits Native Vine’s international roster by building a full suite of accents. The new logo alongside chunky typography and Matisse-inspired paper-cut graphic shapes, feels characterful, unpretentious and oozing with character.
Through photography, colours of the wine are captured either mid-pour or via reflections of the glass. These images pepper the new site and echo the Native Vine shop interior in terms of light and texture. Including hands in the photography reinforces the real-world experience of enjoying wine and brings the site to life. Online images have a playful hotspot feature, encouraging you to click to reveal more information, akin to Instagram’s shopping functionality; bringing wine buying to a younger, more digitally-minded audience.
An interactive wine finder tool re-imagines the in-store experience for a digital space. The online journey allows the user to discover their ultimate wine match based on colour preference, occasion and food pairing, to create a flavour profile that matches them to 3 bottles with a varying price range.
With most of the wines being from small-scale makers, the titles of the wines have very little weight. So instead, emphasis is placed on customer reviews. These were framed to be like how you might describe a wine to a friend, breaking down any preconceived notions of stuffiness associated with a sommelier.
You can view the project case study here: https://fiasco.design/project/native-vine
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