Fiasco's new identity for Native Vine captures the colours, flavours and imperfections of organic wine

"Native Vine champions exciting natural and biodynamic wines, stocking a range of unique, organic and vegan wines from small-scale producers," explains Fiasco. "Specialising in wines from lesser-known regions and independent winemakers, they are passionate about strengthening the connection from vineyard to glass." With ambitious plans, Native Vine approached Fiasco last year with the challenge to make them more accessible to a wider audience.

The resulting identity builds on the human stories behind the wines to strengthen the connection between winemaker and drinker. It also aims to cut through the "elitist jargon" that can often surround wine and "put the fun back into wine buying".

With a bold and dynamic mix of colour throughout, the identity's palette aims to characterise the range of natural wines and reflect its unique flavours. The hero customised font, Blazing Sun, meanwhile, captures the imperfections of organic wines and the hand-crafted feel that carries through the branding. The new logo alongside chunky typography and Matisse-inspired paper-cut graphic shapes, feels characterful, unpretentious and oozing with character.

Accompanying photography also picks up on the colours of the wine, captured either mid-pour or via reflections of the glass. These images pepper the new site and echo the Native Vine shop interior in terms of light and texture. Deliberately including hands in the photography reinforces the real-world experience of enjoying wine and brings the site to life. Further online images have a playful hotspot feature, encouraging you to click to reveal more information, akin to Instagram's shopping functionality. "It brings wine buying to a younger, more digitally-minded audience," says Fiasco.

An interactive wine finder tool re-imagines the in-store experience for web browsers. The online journey allows the user to discover their ultimate wine match based on colour preference, occasion and food pairing, to create a flavour profile that matches them to three bottles with a varying price range.

"With most of the wines being from small-scale makers, the titles of the wines have very little weight," says Fiasco. "So instead, emphasis is placed on customer reviews. These were framed to be like how you might describe a wine to a friend, breaking down any preconceived notions of stuffiness associated with a sommelier."

Founded in 2010 by Ben Steers and Jason Smith, Fiasco today has a 16-strong team working out of its Bristol studio. Discover more at fiasco.design.