Lilac Wine
Lilac Wine
CMF aesthetic package for a natural wine distributor.
The brand: Chromatic
Industry: Natural Wine Distributor
Type: CMF Design
Scope: Define the brand’s visual language and application
In an industry rapidly moving toward homogenization and efficiency, Chromatic provides an antidote with boutique, handtouched selections. Goesling Group collaborated with the team to craft a brand as artisanal as their wines.
Crafting an Analog Visual Style
Cultural Landscape
As an alternative to the homogenization and efficiency focus in the industry, we explored organic pigments, imperfect marks, overlapping forms, and sensory cues as a guide for the brand’s visual language.
Aesthetic translation
We explored analog artistic techniques including blind contour drawing, found-object stamping, and collage, ultimately landing on blind contour for its intuitive, imperfect, and distinctly human quality.
Logo & Iconography
Explorations of wine stains and vines ultimately led to a logo inspired by the shadows cast by wine glasses. In the logo and brand iconography, intersecting and overlapping forms create a sense of movement.
Brand application
Rather than focusing on consumer-facing sales, web, signage and merchandise prioritizes education, direction, and promotion, following the needs of a B2B brand.
