gilded earth
design brief
I wanted to create a conceptual wine brand inspired by the effortless coastal beauty of San Luis Obispo and the relaxed culture that surrounds California wine country. Rather than leaning into the traditional, overly formal aesthetic often associated with wine branding, I wanted to design something more contemporary, approachable, and experience driven.
The visual identity balances elegance with ease, pairing a custom hand-drawn typeface with light gold foil to reflect both refinement and spontaneity. I wanted the brand to feel elevated without being intimidating. a wine designed to be enjoyed in everyday moments, from beach picnics to slow dinners with friends.
moodboard
my moodboard captures a contemporary, sun soaked wine brand inspired by the coastal lifestyle of San Luis Obispo. Rather than focusing on traditional luxury, the imagery emphasizes experience, connection, and relaxed moments surrounding wine. Warm golden light, candid photography, ocean landscapes, and vineyard details create a sense of effortless California living, while elegant bottle references add a layer of refinement. The overall direction feels approachable, youthful, and elevated.
progress
In developing the visual identity, I explored a range of typographic directions to find the right balance between elegance and approachability. Since the brand aims to feel contemporary rather than traditionally formal, this phase focused on testing how different serif, script, and display type styles could communicate both refinement and ease. I also began exploring ornamental elements inspired by classic wine aesthetics, reinterpreting them in a more modern way to support the brand’s elevated yet relaxed personality.
outcome
The final identity balances contemporary ease with elevated detail through a custom hand-drawn wordmark, elegant ornamental typography, and a clean bottle design. Gold foil detailing adds warmth and a subtle sense of luxury, reflecting the golden hour inspiration behind the brand. The result feels polished yet approachable, capturing the relaxed sophistication of San Luis Obispo’s coastal wine culture.
