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as[if] - a modern take on a wine brand

to start the story about why this brand exists, you have to understand what my life looked like for about four months in portugal [which was beautiful by the way]. every single day I would have wine, but being someone who can’t speak portugese, I depended on tasting notes and the label to tell me what I may expect in that particular bottle.

9 times out of 10, the bottle never once mentioned tasting notes or what I may expect in the wine. maybe they were as unsure as I was?

so me and malik watson set out to solve this issue once and for all. we’re bridging the gap between traditional and natural wine with a simple icon system that makes tasting notes intuitive, not intimidating. because when wine feels out of reach, we say, “as if.”


from the slideshow (fun right?) you can tell the brand is colorful... really really colorful. I would usually take this moment to maybe pat myself on the back because I think it looks dope, but I have to be serious here and remind everyone that there is a reason to all this madness. as[if] exists to create a wine brand that can compete with the attention span of millennials (said to be about 3-5 seconds when shopping in the grocery mart). with such a short amount of time to hook someone, we borrowed some of the marketing and visual tactics that a newer–or let’s say more vibrant–brand may employ.    


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