The Brand Identity

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Mythology develops the identity for global winemaking membership programme The Vines

The Vines of Mendoza is a luxurious hotel, spa and private vineyard located at the base of the Andres Mountains in Mendoza, Argentina. It was founded in 2005 by Pablo Gimenez Riili and Michael Evans, who recognised the region’s potential and invested in 250 acres of land. Following their dream of becoming the highest quality winemaking enterprise in the region, they have since sold private vineyards to more than 220 oenophiles and expanded the property to over 1,500 acres.

The resort is home to 21 private villas, a world-leading spa and glorious views of the Andes at every turn. Iconic Argentine chef Francis Mallmann serves traditional Asado feasts at his on-site restaurant, Siete Fuegos, while world-renowned wine consultant Santiago Achával teaches grape harvesting and custom winemaking.

New York-based creative studio Mythology worked closely with the resort’s founders to launch their global winemaking membership programme, simply named ‘The Vines’. They developed the strategic positioning, tone of voice and visual identity for the bespoke experience, putting a contemporary twist on the centuries-old symbolism of travel, adventure and winemaking.

The visual identity revolves around a hand-drawn logo lockup inspired by a compass, presenting the letterforms ‘V+NES’ in the four cardinal directions. Under this ‘master’ lockup sits a system of six regional brand marks, created in-house by Mythology. Each draws on historic symbolism found on the coat of arms unique to each region and adds iconography from antique vineyard harvest tokens. All of the illustrations were drawn in black pen and scanned in to create a convincing worn-in aesthetic. The typographic choices heighten the contemporary heritage feel of the marks. The unusual display serif Derringer Serial, with its contrast of wide and narrow letterforms, is paired elegantly with the more classic Century OldStyle.

Typefaces: Derringer Serial by SoftMaker / Century Old Style by Morris Fuller Benton
Illustration: Sophie Mascatello (Mythology)
Photography: Martin Bruno

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