The goal was to disrupt the market with a unique, sweet red blend that subverted the traditional cues and fussy, ornate styles of red wine and create an approachable, modern wine brand.

The centre of the record creates the D monogram as well as a nod to the dot of the ‘i” in “Desiree”. The monogram is visible as a discovery element across further touchpoints – on the cork and tasting notes for example. The introduction of an icon felt modern and flexible for a wine brand. To finish with, the wine label reads as the vinyl sleeve, while bespoke ink production creates a tactile and sensual feel to the ‘record’.

The brand has used the logo within numerous touch-points, including in store, merchandise, press kits and point of sale channels across various national wine suppliers and stockists.