This is the brand design for the wine brand OTHER. Emphasizing "difference," this brand introduces the stories of lesser-known regions and independent winemakers, encouraging consumers to enjoy wine with curiosity and an open mind.
The brand's visual identity was designed by London-based studio Cache & Carey Studio. The central logo features organic flow and subtle movement. It captures both the natural flow of wine and the narrative, while intentional imperfections evoke a sense of human touch. This reflects the brand's philosophy of prioritizing human emotion over industrial refinement.
This identity extends beyond the logo. Handcrafted patterns extend beyond the packaging, to lithographically printed brand zines, illustrations, and diverse typeface combinations, further enhancing the brand's sensitivity. The illustrations were created by Helen Rabbitt, and the photographs were taken by Jacob McFadden.
From brand strategy to tone and manner, and even art direction, the overall direction was developed in close collaboration with the Cash & Carry Studio team. The design team included Beatrice, Bea Zatar, Kujira Studio, and Joana.
OTHER aims to create a new brand culture that transcends conventional stereotypes surrounding wine and celebrates diversity and independence. It focuses on bridging the gap between winemakers and consumers, and on highlighting the existence of good wines and compelling stories beyond traditional regions.
Although the brand launch is still in its early stages, much interest is being generated about its future developments. It remains to be seen how the emotional and artistic approach, unlike that of existing wine brands, will resonate with consumers.
