The Design Process: Liana Logos and Packaging
The iterative design process often yields amazing work that never sees the light of day. Because of the rich visual and high-design world we live in we are bombarded with amazing aesthetics everywhere we turn. It can be overwhelming to the senses and can make it hard to choose a direction to go in. Some clients need strong visuals to make a decision on the direction they want to take their new brand, which means there may be concepts that are fully developed from start to finish that are amazing work, but are ultimately not what they are looking for. This process of taking designs from inspiration, to concept sketch to finalized logo to product mock up will show the client what they don’t want and helps us get to where they do want to be.
The Liana Estates project was one such project. The clients had a very clear notion of the direction they wanted to go in for building the brand around this newly founded Napa winery. When we finished developing the chosen direction, they realized they wanted to try on some other aesthetics for size. Ladies, for those of you reading this that are in to shoes, you know how that is - you think you have chosen the right size and style piece of footwear to complete your look, only to decide to try on the half size up or down to make sure where you landed was right…..only to see another option that you want to try on just to be sure.
With the right timeline and budget to invest in this style of working, this process can be very helpful and fruitful for specific clients. It is a process we love to indulge because it offers us a design challenge to keep pushing the brand aesthetic and to continue to create different amazing work to solve the same problem.
Here we wanted to show you some of the concepts we worked through from inspiration piece to finished product mock-up.
The Hyssop Concept
Initially the owners and marketing team at Liana thought they wanted to go in the direction of something herbal inspired with a nod to antique apothecary aesthetics to pay homage to the land of Napa Valley and the country roots of the Sister-Founders.
The Succulent Concept
Of the first three concepts presented to the client, this one was our favorite. Succulents hold a dear place in the hearts of our designers in the studio and the inspiration gathering (photos from Mindee’s own succulent garden) was so fun! The illustrations for this concept are very bold and graphic, lending to a very modern and minimalistic feel which is balanced out by the curved forms of the natural shape of the succulent. The minimal and graphic nature of this design speaks to the millennial demographic they were hoping to target with this new winery.
The Corkscrew Concept
Another recurring notion the marketing team wanted to visit based on market research they had conducted, was that of vintage elements. Together we decided on vintage corkscrews as an inspiration point. Below you will see the progression of this concept from inspiration pieces in the first frame along with the logo icon sketch done based on one of said pieces. The remaining frames showcase the different options presented to the client for this concept, along with the product mock-ups.
The Winning Concept - The Wheelbarrow
After exploring all of the above concepts, as well as a few others we omitted for brevity, the client landed on the concept of the wheelbarrow to represent their desire to connect with the land they grew up working and the roots they put in as adults. This concept deviated from market research for the target demographic they initially identified when starting this process, however they felt that it best represented the winery and the business they wanted to build.