Van Dyke Vineyards

Strategy, Branding

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Summary

Van Dyke Vineyards is a startup winery located in Hobbs, New Mexico, founded by a husband-and-wife duo eager to establish themselves in the competitive wine market. They came to me seeking guidance to create a brand with a high-end look and feel that would make them appear established, despite being new to the industry.

During the discovery phase, I learned about the owners’ blue-collar background and their journey of building success from the ground up—a true embodiment of the American dream. This insight influenced the logo design, where a custom serif typeface conveys the strength and hard work behind their venture, paired with an elegant script that reflects the owner’s refined taste. The logo perfectly encapsulates the essence of the winery.

Rooted in their faith, the owners wanted the brand to resonate with their beliefs, which led to the creation of the tagline Pearl of the Plains. This concept was reflected in the design of the wine labels, using a shimmery, subtle pearl stock that complements the tagline and ensures the bottle stands out on the shelf. The combination of elegance, hard work, and faith creates a unique identity for Van Dyke Vineyards, capturing the essence of their story and vision.

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