When we were approached to create a brand identity for Grapeful, the online wine retail space was already home to a number of strong competitors. What set Grapeful apart was its commitment to donating proceeds to mental health charities, along with a focus on positive drinking culture, community connection, and supporting local artists.

We wanted the brand to feel full of personality, so we developed a wordmark that incorporated visual cues of plumpness and softness—drawing on the characteristics of wine grapes. This gave the brand a fun, light-hearted tone that resonated with an audience less interested in $200 cellar reds and more aligned with Grapeful’s accessible, values-driven ethos.

The blue colour palette was a specific request from founder Baxter, who wanted it to reflect the themes of mental health and positivity. We paired this with Agrandir, a typeface full of warmth and character, to round out the brand’s distinct and expressive visual language