{"id":67944,"date":"2026-08-21T09:00:00","date_gmt":"2026-08-21T00:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=67944"},"modified":"2026-08-21T02:43:51","modified_gmt":"2026-08-20T17:43:51","slug":"ancestrel-grapes-in-motion","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2026\/08\/21\/ancestrel-grapes-in-motion\/","title":{"rendered":"Ancestrel, swaying bunch of grapes"},"content":{"rendered":"

Ancestrel, a UK natural wine importer and distributor, has established a new brand identity with London design studio All Purpose. Founded in 2016, Ancestrel has been supplying natural and artisan wines to restaurants and retailers across the UK. This revamp has been applied across the entire brand, from the logo and website to packaging, merchandise, and industry event graphics.<\/p>\n\n\n\n

The new logo is a custom wordmark loosely derived from the shape of a bunch of grapes. The letters connect and overlap to form a single mass. The logo is positioned to descend from the top of the screen or print material, much like fruit hanging from a grapevine. For the body text, the grotesque sans-serif OT Rima from the Swiss type foundry Omnitype was used.<\/p>\n\n\n\n

The color scheme is centered on high-saturation colors such as fluorescent yellow, pink, and orange, instead of the burgundy, deep green, and cream commonly used by wine brands. All Purpose describes this as a visual language influenced by the strong imagery of 1970s magazines. It is a composition that draws formal cues from historical winemaking methods while distancing itself from the visual codes of traditional premium wines. Ancestrel stated that the goal of this redesign is to retain existing industry customers while expanding the brand to a new generation of wine consumers.<\/p>\n\n\n\n

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