Stripped back branding for a Shropshire vineyard

Commonwood Vineyard is sited approximately two miles out of the small market town of Wem in Shropshire. First planted in 2002, the vines are well established and have been farmed organically from the start.

&Something designed the new identity to fit in with the organic farming methods and minimal manipulation, we stepped back from technology and created it by hand.

Commonwood Vineyard, Wem, Shropshire
Commonwood Vineyard, Wem, Shropshire
Commonwood Vineyard, Wem, Shropshire

The wordmark

Linocut characters based on the Platelet typeface, chosen for its rounded corners to give a softer form and an extra detail to a monospaced setting.

Commonwood Vineyard, Wem, Shropshire

The Emblem

The vineyard reached 20 years old in 2022. For 19 of those years, Commonwood has used a watercolour dragonfly as their emblem, abundant in their rural setting; they asked for the dragonfly to still be referenced in the new branding.

Our findings: focus on the dragonfly's wings, and it looks like a dissection. If we stick with a complete illustration, it's a Victorian anatomy drawing, so no.

Victorian dragonfly drawing
It's a dragonfly, obviously

Instead, we simplified the dragonfly to fit in with the inked texture of the wordmark, illustrating a representation using just these three lines to create a potent symbol for the brand.

The incidental nod to a rural signpost led us to a new tagline…

Commonwood Vineyard, Wem, Shropshire
Dragonfly Logo T-shirt
Commonwood Name T-shirt
Creativepool 2022 Shortlisted Nominee

People's Choice 2020

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