Meiwen See’s delicate identity for herbal winery Cale references botanicals, herbs and alchemy
Made in Napa, California, herbal wine brand Cale – founded by Nana Meriwether – cements its unique standing in the Californian wine scene through its low-sugar, low-alcohol and low-calorie products. Making waves in the community, both through its extraordinary offerings as well as being founded and run by one of the very few Black winemakers in the country, Cale needed an identity that met the hype and kept in line with their female-founded philosophy. Turning to fellow Californian designer and photographer Meiwen See, the resulting brand is similarly, and engagingly, as mellow as the wine itself, conveying a tone of voice akin to the founder’s interest, obsession and expertise in botanicals, herbs and alchemy.
Fundamentally ephemeral, the identity comes complete with a sophisticated type choice, a bespoke wordmark and an endearing west coast monogram to compliment the sunkissed, illuminating feel of the brand. With the equally delicate colour palette proving the chromatic foundations to the identity, See opted for a lavender and moss green combination for the identity. “The lavender represents the iridescence of the moon, while the moss green compliments it as an earthy reference to herbs and the forest,” she explains. “These two colours create a fresh palette that feels unexpected in the wine industry,” See adds, something equally as peerless as the use of Plaak 6 by 205TF in small caps throughout – a typeface and application referential to the details and minutiae associated with the craft. This attention to detail also comes across in See’s custom wordmark for Cale; giving the brand a personal and tactile touch through the use of obvious human intervention.
Mirroring this emotive and physical injection of personality is the monogram that accompanies the brand, taking the form of a half-moon and wine glass. “The moon is a powerful sign, and in many beliefs is seen as a guide that signifies feminine energy, wisdom, and intuition,” See prudently explains, referencing Meriwether’s own journey into the creation of Cale. “Together the cup and moon symbolise wine that is infused with this spirituality and wellness,” she explains, “created on the wisdom of generations before us and anchored by the healing benefits of herbal wine.” This is very much representative of the crux behind See’s identity; simply and intelligently combining the core values of the brand through succinct and sophisticated typographic execution accompanied by poetic and detail-driven application, illustration and material choices.