BLK Wine Fest

On November 8th, 2024, tickets for BLK Wine Fest ‘25 went live. In less than an hour, they were sold out.

With such a swell of support underneath them, Lush Life Brands approached us with a vision for the future of BLK Wine Fest. They wanted it to be more expansive and more inclusive, with the goal that any community anywhere in the nation could also be home to this celebration of the culture, craftsmanship, and community of the Black-owned wine industry.

Their challenge was to help them redefine their brand while maintaining their core vision for the fest: BLK Wine Fest isn’t stuffy or pretentious; it’s a truly fun experience open to all kinds of makers and tasters. It’s inspired by the sophistication of the traditional wine category while breaking down those traditional barriers.

We began this rebrand where we always do - with a lot of research. We dug deep into the wine festival category, specifically seeking out other diverse wine events to see how competitors presented themselves and maintained their brand equity over years of hosting festivals.

And then we went beyond - taking inspiration from individual beverage brands, like Ghia Non-Alcoholic Apertif, House of Brown Wines, a black-owned and women-led wine label, and even Topo Chico, everyone’s fave mineral water/mixer/seltzer.

Through this deep cross-category evaluation, we were able to distill the unique design goals for BLK Wine fest - and deliver them in the final rebrand: A clean & ownable logo built with a customize typeface, a versatile wine-inspire color palette for any and all uses, and story-first brand built to grow with the festival.

Beyond the aesthetics, we took a hard look at Chroma’s identity, owning the copywriting and infusing the brand itself with a lighthearted, color-tinted tone of voice. The designs were tailored to create an immersive experience that resonates with consumers - much like BLINK itself.