Now operating under the name Umbra, required a strategy to effectively compete on local store shelves and attract customers to their new retail space in Grapevine, Tx. This plan required careful consideration with various factors - product positioning, pricing, packaging, and the buyer’s experience.

When it comes to wine selection, customers often rely on visual cues to guide their purchasing decisions. To capture their attention while they are navigating through aisles stocked with many different labels, I wanted to evoke a sense of mystery and allure.

The logo is inspired by the astronomical definition of the term ‘umbra’ which refers to the complete dark portion of the shadow cast by the earth and moon during an eclipse. The typeface is set with wide kerning that subtly fades as it moves further away from the eclipse.