Vinesmith
City Cellar Door
Project Information
Background
Vinesmith is the parent brand behind a portfolio of distinguished wine labels, including Blue Pyrenees Estate, Glenlofty Estate, and Decameron Station. Renowned for producing award-winning wines, Vinesmith holds a respected position within the industry and among its loyal customer base.
Challenge
With the wineries based in Avoca, Vinesmith sought to bring the cellar door experience closer to Melbourne. This vision came to life through the creation of the Vinesmith City Cellar Door, an immersive wine tasting, bistro, wine bar, and retail experience located at No.1 Flinders Lane. We were engaged to design the signage and craft a digital experience that captured the spirit of this unique urban destination.
Solution
To complement the architectural vision of Denton Corker Marshall, we crafted a tactile and refined signage solution. Combining warm metallic finishes with contemporary light boxes, the system balances the tradition of the classic cellar door with a distinctly modern, urban edge.
The website extends this visual language, embracing sophistication, elegance, and spaciousness to deliver a digital experience that feels as considered and inviting as the space itself.
Impact
The Vinesmith City Cellar Door continues to grow in popularity, with the exterior signage playing a key role in capturing attention and drawing in foot traffic amidst the competitive Flinders Lane landscape. As the brand evolves, we’re proud to continue partnering with the Vinesmith team, helping to bring their future vision to life through thoughtful, design-led solutions.
Background
Vinesmith is the parent brand behind a portfolio of distinguished wine labels, including Blue Pyrenees Estate, Glenlofty Estate, and Decameron Station. Renowned for producing award-winning wines, Vinesmith holds a respected position within the industry and among its loyal customer base.
Challenge
With the wineries based in Avoca, Vinesmith sought to bring the cellar door experience closer to Melbourne. This vision came to life through the creation of the Vinesmith City Cellar Door, an immersive wine tasting, bistro, wine bar, and retail experience located at No.1 Flinders Lane. We were engaged to design the signage and craft a digital experience that captured the spirit of this unique urban destination.
Solution
To complement the architectural vision of Denton Corker Marshall, we crafted a tactile and refined signage solution. Combining warm metallic finishes with contemporary light boxes, the system balances the tradition of the classic cellar door with a distinctly modern, urban edge.
The website extends this visual language, embracing sophistication, elegance, and spaciousness to deliver a digital experience that feels as considered and inviting as the space itself.
Impact
The Vinesmith City Cellar Door continues to grow in popularity, with the exterior signage playing a key role in capturing attention and drawing in foot traffic amidst the competitive Flinders Lane landscape. As the brand evolves, we’re proud to continue partnering with the Vinesmith team, helping to bring their future vision to life through thoughtful, design-led solutions.
At every touchpoint of the customer experience, the goal was to evoke a sense of elegance, sophistication, and urban edge. This was achieved through carefully selected materials and design cues that seamlessly blend the heritage of traditional winemaking with a contemporary city sensibility.
The interior environment is rich in texture and materiality, offering a tactile and immersive experience. To complement this, we developed a signage system featuring refined typography and warm metallic substrates, designed to harmonise with the space while adding a layer of understated elegance.
We commissioned photography that embodies richness and authenticity, capturing the warmth and sense of welcome experienced throughout the property. Each image is designed to evoke the inviting atmosphere that defines the Vinesmith City Cellar Door.
What Our Vinesmith think
“Gareth was instrumental in the design of our new brand identity. Tonally, he nailed the subtle, fine line between being modern and a category leader in the market. Not an easy thing to do by any stretch of the imagination. The resulting identity and logo feel fresh, innovative and befitting of a software leader in the workplace technology market. I have had nothing but high praise about the new brand from everyone in the business.”
Brian Cooper, VP Brand & Creative, Eptura
“Gareth was instrumental in the design of our new brand identity. Tonally, he nailed the subtle, fine line between being modern and a category leader in the market. Not an easy thing to do by any stretch of the imagination. The resulting identity and logo feel fresh, innovative and befitting of a software leader in the workplace technology market. I have had nothing but high praise about the new brand from everyone in the business.”
Brian Cooper, VP Brand & Creative, Eptura
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