Pursuing Pinot

THE SOLUTIONWhile Pursuing Pinot exists solely online, Catherine keeps it old school when it comes to her approach to writing. You’ll often find her walking a vineyard or at a hip L.A. wine bar with pen and pad in one hand and a glass in the other. That says a lot about her–she loves the craft of writing as much as the subject matter. That's why a fountain pen seemed perfect for the centerpiece of the new brand identity suite. From there the inspiration for the brandmark’s other graphic elements flowed like ink from an inkwell. In the negative space, forming the two nibs of the pen tip, you'll see an inverted pinot noir bottle. Out of the hidden bottle, a drop of wine—or is it ink? A lovely visual double entendre. Not to leave a single detail unturned, the clean, modern logotype features a customized U that doubles as a stemless wine glass. From there our copywriter developed the perfect tagline pairing for this brand—Each drop tells a story. When it came time to develop the color palette we did some “pursuing of pinot” by researching the red wine color scale. This exploration was the foundation for the new comprehensive "pinot noir spectrum" color palette. The secondary gradient spectrum can be found beautifully showcased across Pursuing Pinot's business card series. Each card features a different red variance, from light to full bodied. The perfect rich backdrop for highlighting the brandmark in a sophisticated liquid-shine clear spot gloss. I adore being a designer. I have a similar adoration for wine. When Confucius said “Choose a job you love and you’ll never work a day in your life.” I’m pretty sure he was talking about this particular project.