task
The boutique sells wines from independent winemakers. A wine brand is usually serious: a serif, burgundy, gold, and people trust it but don’t remember it.
logo
The name is built from the phrase wONEDERofthenaturalWINEffect, the wonder of natural wine, so the surprise was already in it. I kept a wine serif, TT Ramillias, and raised an eyebrow over the O, like on someone who has just tasted something unexpected.
The serif keeps the trust of a wine brand, the eyebrow shows the surprise.
All the print rests on one line, we are what we drink, and on loose hand-drawn lines, so the shop is recognisable even by a voucher.
shop
The shop runs on sections of its own, not on a ready theme.
On a standard Shopify theme the boutique would look like any shop, so I designed and built the sections myself, and the hand-drawn lines moved from the paper to the site. Wines are chosen by style, winemaker and country, and the subscription is named after large bottles: Rehoboam for 6, Salmanazar for 12.