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New Name, Logo, and Identity for Winc by Ferroconcrete
 

before

after

Noted Jun. 15, 2016 by Armin

Industry / Web Service Tags /

About

(Est. 2012) “Winc (Formerly Club W) is a California based direct-to-consumer winery that is revolutionizing the way people discover, buy and share wine. By working directly with growers and winemakers we are able to give our members access to exceptional, small-lot wines from around the world, starting at just $13/bottle. We take the guesswork out of the equation by making personal recommendations each month based on your Club W Palate ProfileTM. Members can also make their own selections from of our ever-changing assortment. With Winc there are no fees, no commitments and no middlemen. Just great wines at a great price conveniently delivered and personalized to your tastes.”

Design by

Ferroconcrete (Los Angeles, CA)

Related links

Winc press release
Ferroconcrete project page

Relevant quote
We believe wine culture should be relatable and charismatic, while securing Winc's position as a leader in its unique category. We crafted a brand that harmonized a modern-classic approach to the 'Roaring Twenties—The Golden Age of Drinking’, by complementing elements of the era with a clean and minimal visual language. The timeless logo, palette of typography, shapes, and colors represent the brand by providing a sense of luxury, yet combines an irreverent spin to make wine more enjoyable.

Ferroconcrete project page

Images (opinion after)
New Name, Logo, and Identity for Winc by Ferroconcrete
Logo animation.
New Name, Logo, and Identity for Winc by Ferroconcrete
Pattern.
New Name, Logo, and Identity for Winc by Ferroconcrete
Icon set.
New Name, Logo, and Identity for Winc by Ferroconcrete
Stationery.
New Name, Logo, and Identity for Winc by Ferroconcrete
New Name, Logo, and Identity for Winc by Ferroconcrete
Packaging.
Opinion

The old logo could have easily been a spin-off of the old Uber logo, which is to say it was an okay, slightly generic logo with tendencies to disappear because of its thinness. It also didn't, in any way, convey the idea of wine, either of the product or of drinking it. The new logo taps into the 1970s black serif revival to pour a sumptuous wordmark with a groovy, unexpected ligature in the "Wi". It's a nice maneuver that yields a richer, fuller logo with notes of raspberry and hickory. (Yes, I took the wine description too far). The icons are great as a set but feel disconnected aesthetically in their hard geometry from the looser curves of the logo. The application renderings are nice to look at but maybe a little on the dry side and cropping the logo at "Win" so that "nc" peeks as it turns around the corner doesn't add much to the concept or execution. Still, a fancy update that is more fitting of the product. Plus: that logo animation.

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