Secret Wines
Exclusive wine private sales
Branding / Visual identity
Year
2019
Brief
Support the launch of Secret Wines, a start-up specializing in exclusive wine private sales, through the creation of a visual identity that conveys exclusivity, rarity, and oenological expertise.
The challenge was to position the brand within a high-end, editorial, and timeless register, aligned with a knowledgeable audience sensitive to content, authenticity, and curation rather than overt commercial messaging.
Solutions
Creation of a refined, premium visual identity: elegant logo, high-contrast typography, and a minimalist treatment expressing discretion, careful selection, and the notion of a private circle inherent to exclusive sales;
Art direction inspired by high-end publishing: restrained palette, generous use of white space, deep blacks, and high-quality iconography that gives prominence to the product, terroirs, and natural materials (vineyards, stone, wood);
Editorial design of communication materials: catalogs conceived as true reading objects, with rigorous hierarchy between storytelling, oenological information, and pricing data, encouraging a smooth and immersive reading experience;
System-based brand approach: a visual identity scalable across print and digital media, designed to support Secret Wines’ growth while maintaining a discreet, credible luxury positioning over time.