The challenge for this project was to rebrand and redesign a brand that I have already made. Ayrshire Vineyards is a wine brand I created in a group project in 2023. The original personality of Ayrshire is quirky, bold and unique, with stand-out packaging and loud wine flavours. In this rebrand I would like Ayrshire to have a clear purpose: sustainability, and not interfering with nature’s processes. I researched wine brand competitors, to see how Ayrshire could stand apart, and found that many wine brands were taking steps to be more sustainable. I researched sustainable wine-making practices and made them a huge emphasis in my brand. I thought it was significant that Ayrshire uses biodynamic farming practices, reusable bottle designs, and regenerative agricultural practices. I researched a more fitting audience for the new direction of my brand, and I focused on an audience of middle aged to older women, and researched their values to help inspire the imagery. I created moodboards that were inspired by Beatrix Potter, JRR Tolkien books, and the Arts and Crafts Movement because they allude to times when we were more connected with nature. The imagery that I created for my brand includes hand-drawn typography, flowing botanical patterns, and is inspired by old book-cover layouts. 

The process of my brainstorming, research and design developments challenged me to create a new brand identity guide, with consistent and cohesive imagery.