THE WINE CAVERNS BRANDING
MDCV
Brand identity design and development for an English wine company and their new online shop.
The Brief
MDCV were looking to create a distinctive new identity for their wine business and online shop, beginning with the development of a name that could capture the character and offering of the business. ‘The Wine Caverns’ was selected as the final name, setting the stage for a visual identity that needed to feel memorable, considered and relevant to the world of wine.
The Idea
The client wanted the idea of an imagined ‘caverns’ to play a central role in the visual identity, while retaining a clear connection to the established MDCV brand. This led to exploring how the concept could be represented in a distinctive yet recognisable way.
Kingscote Estate, the brand’s flagship UK site, features an impressive converted barn with large arched entrance doors. Their distinctive form provided the starting point for a series of sketches and explorations, using the arch as a visual metaphor for the entrance to the ‘caverns’.
The sketches below show some of the initial routes explored during the development of the brand icon.
Developed ideas using the Kingscote door as the representation of the caverns' entrance
The Colour Palette
The final colour palette combines a premium feel with a contemporary edge, drawing inspiration from the dark, opulent atmosphere of a modern wine cavern. Each colour also reflects the variety of wines on offer, with cream representing white wine, soft pinks representing rosé and rich purple tones representing red wine.
Further development on creating an enticing entranceway to the caverns, inviting the audience in
The final icon uses a series of horizontal lines to create a tunnel-like perspective, while a gradient suggests a bright light beyond the entrance, drawing the viewer into the imagined caverns.
One door remains closed, adding an element of mystery and exclusivity and leaving the contents of the caverns open to discovery.
