The urban insertion of a brand coming from the agricultural universe is not an easy task.While the brand must remain distinguishable it must also not clash with the preexisting city heritage, dating back several centuries.
The essence of a brand
SERVE Winery, the brand in question, is a wine producer funded by a family with a history of wine making of over 200 years. As such, they have strong family heritage as one of their core brand pillars. In the context of an insertion within the city, at the foot of an architectural monument, this meant the brand representation was supposed to convey not just an image, but an experience. The experience of enjoying good wine and good food together with friends and family in a welcoming, warm environment. The result is Victoria x SERVE Winery. Conveying the essence was much more important than formalism itself. As such, most of the project was done using Midjourney, making it easy for the client to decide the cohesive design direction.
The terrace acts like a buffer between the intensity of the city and the protection of the hotel.
