SAILER — Character-Driven Wine Line

Customer: Sailer vineyards./ Task: Branding & Illustration for Wine Line

Task

Develop a cohesive brand identity for a wine line, capable of uniting several wines into a single recognizable system and visually communicating character, mood, and positioning of each SKU while maintaining a strong family resemblance.

The brand needed to:

  • work as a scalable system, not a one-off label;

  • clearly differentiate red, white, and rosé within one visual language;

  • feel human, expressive, and memorable, avoiding generic winery clichés;

  • translate equally well to shelf presence, digital presentation, and hero visuals.

Solution

A distinctive brand identity system built around illustrated characters, where each wine expresses its own personality while remaining part of a coherent visual family.

The solution includes:

  • a unified label structure and composition system;

  • three character-driven illustrations with clear tonal differentiation;

  • consistent typography, material feel, and color logic across the line;

  • a scalable framework ready for future SKUs and extensions.

The final result presents the wines as a complete, recognizable line, clearly communicating the brand’s character at first glance and demonstrating the ability to build not just labels, but a living brand system.