Brand Refresh
Mankato’s Wine Cafe needed a branding update. The current visual identity lacked consistency and led to confusion. In my design I wanted to keep the cozy and casual feeling of their atmosphere, while adding a bit of sophistication. The goal was to conhesify the branding and establish a solid identity that they could build off of for all their platforms while also extending to their menus and window decals. Before, You wouldn’t know what The Wine Cafe was from the street, but now even you will want to stop in!
STORY BEHIND THE REBRAND
WHAT IS THE WINE CAFE?
The Wine Cafe is unique. It is a mix of a restaurant, bar, and winery. People choose to go there for a casual night out, to hang out with friends, and drink casually without committing to dinner or having to stand in a crowded, loud bar.
PROBLEM
The Wine Cafe lacks a consistent visual identity and branding. Their online platforms don’t match each other or the signage on their building or menus. Only loyal customers know about this bar, while they could have a much larger audience if the visual identity felt complete.
BRAND STRATEGY
ATMOSPHERE
The core concept revolves around creating a brand identity that matches the casual atmosphere of The Wine Cafe, while also adding a touch of sophistication to create a cozy charm atmosphere that welcomes any and all to relax and have a glass of wine, while coming and going as you please.
BRAND ATTRIBUTES
The refresh takes the current quirky, weird, cozy vibe and reframes it to feel charming, quaint, warm, and vintage with a touch of local and homemade.
LOGO
Inspiration was taken from the building itself which has a
giant martini wire sculpture on the roof. The martini used in the logo represents the variety The Wine Cafe offers to counter the very obvious name.
giant martini wire sculpture on the roof. The martini used in the logo represents the variety The Wine Cafe offers to counter the very obvious name.
