LENA

The Brief

Create an ownable identity and packaging system for a new California wine brand rooted in classic design sensibility but feeling entirely contemporary.

The Outcome

An expandable identity system with the restraint and confidence of a brand that has nothing to prove. Designed for a world where the best things are rarely advertised

A smiling woman with her hair in a bun, wearing earrings and a patterned scarf, holding a glass of white wine in one hand and a bottle of wine in the other, standing in front of a curtain.

Lena Wines was founded by Charlotte Randolph, one of the most decorated sommeliers in the country, a Michelin Guide best of the year honoree and co-founder of Californios, the three Michelin starred San Francisco restaurant. The brand needed to live up to that reputation without announcing it.

The Positioning

In close collaboration with the founder, we defined a brand strategy built around discovery rather than promotion.

Lena Wines would be available only to Michelin starred restaurants and a select group of private collectors. Something to be found by those who know where to look.

IDENTITY & PACKAGING

A complete visual identity and packaging system built to be immediately recognizable without relying on a logo.

Custom ornamentation, a bespoke font set, and a light contemporary approach to photography and layout combine to create something that feels both timeless and of the moment.

Bottle of Lena winery wine with a white label on a wooden surface
A wooden box with compartments, one containing brown packing material and another with decorative shredded paper, with the name "LENA" printed on the top.
Ornamental letter Q with intricate line design in a circular shape.
Three variations of a logo design featuring the name "LENA" in gold capital letters within oval-shaped borders made of multiple parallel lines on a light background.
Circular inscription with concentric circles and the letter L in the center, reading "All you have to do is look for me. I am waiting for you."
Series of oval-shaped name tags with the name "LENA" in various sizes, all outlined with concentric oval lines in gold on a light background.
Open magazine showing pages titled "Crushable" and "Fruit & Smoke" alongside a folded brochure titled "LENA" with a food display featuring sliced fruit on a gray background.
Stylized text spelling "SUGAR" with multiple thin, curved lines outlining each letter, set against a light background.
Stylized alphabet letters A to Z in a modern, layered, gold and black outline font on a light gray background.
Stylized gold number 06 with multiple lines, on a light background.

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