Brand Identity for Natural Wine Shop

Introducing our brand identity design for Smokey’s, a relaxed coastal bottle-shop based in Lennox Head, Australia. Think curation, friendly advice and community spirit, all bottled up. Smokey’s came to us with a clear mission: create a brand that feels inviting, casual and welcoming. A place that aims to gather friends with a glass in hand.

Brand Strategy

Brand Identity

Collateral

Client

Smokey's

Date

May 2025

Industry

Wine

Location

Lennox Head, AUS

Our Process

Paul walks through the project goals, challenges, solution and results for this brand.

The challenge

Bottle shop owner Luke reached out to us after buying a business that needed some help. The wine list was incredible, but business was slow. The shop felt dark, cold, and uninviting. The minimalist black and white palette and generic sans serif font gave off a snobby, exclusive vibe, which couldn’t have been further from Luke’s warm, friendly personality.

Process

“Smokey” is Luke’s nickname, and we wanted to build a brand that felt just like him - approachable, easygoing, and full of charm. So we created a hand-drawn, playful, and not-at-all-serious identity - the complete opposite of the previous brand.

Solution

We built a warm, approachable identity with vibrant colours, hand-drawn illustrations, and a logo that feels like it belongs on a bottle passed around the table. Smokey is your old pal that just so happens to have great taste and loves to share his knowledge.

Results

A few months after the rebrand, Luke got in touch to tell us his business had completely turned around and sent us some awesome photos. Now, it’s full of friendly faces enjoying a glass of wine together.