A refreshing new identification for wine connoisseurs SommSelect
SommSelect was founded in 2014 by master sommelier Ian Cauble to bring the sommelier experience closer to curious wine drinkers.
While the world of wine, and sommeliers in particular, has traditionally been marked by constipation and exclusivity, SommSelect is making it more accessible through its subscription service and an ever-evolving online wine shop.
After appointing its first female marketing and creative director, Melissa Saks, the company decided that its visual identity also needed an update.
The rebranding is due to the huge growth resulting from the pandemic and the forced closure of bars and restaurants. In the past six months alone, SommSelect wine club subscriptions have increased by 300%.
Saks brought in Deva Pardue, formerly Pentagram and The Wing, to lead the rebrand and attract a new generation of more adventurous wine drinkers.
The refreshed visual identity hints at the sophistication of the sommelier experience while also aiming to make it a more modern and accessible place.
A new logo mark uses the meaning of the letter "S" in the company's name to create an elegant, corkscrew-like letter shape.
The word mark is based on an adapted version of the primary brand font Canela by Commercial Type.
Pardue worked with type designer Jesse Ragan from XYZ Type to perfect the custom lettering and logo, and brought in Phil DiBello and Devin Washburn from No Ideas to help redesign the site.
A new lifestyle and product photography based on the refreshed identity has also been introduced. This was recorded by Greg Golko and styled by Natalie Papova.
devapardue.com