Heritage Vineyards
Heritage Vineyards is a family owned winery in Warsaw, Ohio that could use a rebrand. The task was to revise the brand and design a new identity. The final
product is a brand standards manual to show the new brand standards.
Awards | Creative Quarterly 67, Runner-up | 2022 AIGA Louisville Top 100
Identity Systems | Fall 2021
Problem
If you aspire to play with the big boys, you have to look the part.
Somehow this Ohio vineyard needs to step up in the way it portrays itself. Less “ol folksy’ and more sophisticated. While still saying “heritage”.
Approach
This rebrand needed to maintain the values and tonality Heritage Vineyards currently holds. The goal was to create a fresh look with the elegance that wine holds. While analyzing the current Heritage Vineyards brand, it was obvious that the current brand does not have a consistent system. Therefore, the most important task for this rebrand was to create a comprehensive system that could be carried out through print and digital branding. Research was conducted to see how other local wineries in Ohio were branding themselves. There was a wide variety in tonality of each winery. This made the hardest part of the rebrand was setting the brand apart from all the competitors.
FIRST ITERATION
SECOND ITERATION
THIRD ITERATION
NEW LOGO
The next step was creating wine labels because hello, wine is the whole reason this company exists. The design for the labels needed to be simple and easily adjustable. Heritage Vineyards makes five different types of wine, which means there had to be five distinct labels. The decision was to put a different colored logo for each wine type. If Heritage Vineyards decided later down the road that they wanted to introduce a new type of wine, it would be simple to add a new color that compliments the type and current brand color palette.
While creating the rest of the branding there needed to be a sense of elegance carried throughout. This is achieved by adding simple elements of tapered lines and a hand drawn vine pattern that can be used in a variety of branding materials. A new tagline was developed to show the customers the devotion Heritage Vineyards has to the crafting of wine.
"Fill your glass with
passion and wonder."
OLD LOGO
NEW LOGO
Process
First things first, the logo. Logo ideation went through many sketches. There was a big decision on whether to use initials or the full name within the logo. Since this is a smaller company, it felt essential to include the full name. Not many people would be able to point out the winery by just seeing “HV”. To keep a sense of craftmanship within the brand, a hand drawn emblem was created for the new logo.
LOGO EXPLORATION SKETCHES
