Brand identity for a small-batch Baltimore winery, rooted in family tradition.

BRIEF Uncle Louie's is a small-batch winery named for the founder's great uncle: a Wisconsin farmer known for turning whatever grew that season- wild raspberries, rhubarb, and most infamously- dandelion, into homemade wine. The brand needed an identity that could carry that spirit forward into something people could actually hold and share: playful and experimental in how it treats ingredients, but genuinely rooted in a real family story rather than a manufactured one.

CHALLENGE The identity had to hold two things in tension without letting either one win. On one side, real family history - actual photos, a real Wisconsin farm, a name that means something. On the other, a product built on offbeat, foraged ingredients that needed to feel intentional and current, not like a superficial nostalgic act.

ROLE I developed the full identity from the ground up: brand positioning and voice, color and typography, logo design, product labels, and a set of social post templates to bring the brand to life across touchpoints.

RESULT A contemporary identity system includes a rounded wordmark and a palette pulled straight from the dandelion itself. Underneath, three pillars hold it together, curious, rooted, community-minded. The "from the backyard to the bottle" language keeps every application honest about where the wine actually starts: in the ground.

Creative Direction · Brand Identity · Product and Label Design · Digital Design