SmashVines: An Irreverent Wine Subscription Service
Julian Rucker
by Julian Rucker
Goal
Create an accessible, authentic wine brand for a new generation of drinkers, pairing bold design with a playful, slightly irreverent voice.
Audience
Millennial and emerging wine enthusiasts—adventurous, curious, and looking for an approachable alternative to traditional wine culture.
Contribution
Led brand identity development, designing the logo, typography, and color systems. Crafted a bold visual voice built on motion, vibrant palettes, and lifestyle imagery to bring the irreverent tone to life across digital and packaging applications.
SmashVines was conceived as a wine subscription service that rejects elitism and embraces play. The mission was simple: deliver quality, affordable bottles with killer label concepts that educate gently while entertaining. By weaving humor and edge into every touchpoint, the brand aimed to capture a new generation of wine lovers and redefine what modern sipping looks like.
The Story Behind SmashVines
Wine can be intimidating — so SmashVines set out to flip the script. Instead of dusty cellars and hushed tastings, this concept leaned into a lively, rebellious brand spirit. Drawing from meme culture, graphic poster art, and modern DTC aesthetics, SmashVines positioned wine as a lifestyle experience, not just a product.
Process
Research & Positioning – Identified gaps in the subscription market and honed in on millennial audiences craving authenticity, variety, and fun.
Visual Identity – Designed a flexible logo system that thrives in both static and motion applications. Built a high-energy color palette inspired by wine tones (red, rosé, white) layered with neon contrasts.
Brand Voice – Developed messaging guidelines rooted in authenticity, humor, and accessibility. Tone is playful and slightly rebellious, with an emphasis on storytelling over jargon.
Imagery – Blended lifestyle photography and bold settings to position wine as a social, inclusive experience rather than a closed tradition.
Logo Concept: A Badge of Whimsy and Delivery
At the heart of the SmashVines identity is a badge-shaped logo—a flexible mark that can scale across packaging, digital platforms, and motion. The badge gives the brand a seal-of-approval feel while staying playful and modern.
The visual narrative takes a whimsical turn: the logo doubles as a parachute, a metaphor for wine being delivered straight to your door. This symbol reinforces the subscription model while adding a touch of humor and storytelling that sets SmashVines apart from more traditional wine brands.
Visual Identity – Designed a flexible logo system that thrives in both static and motion applications. Built a high-energy color palette inspired by wine tones (red, rosé, white) layered with neon contrasts.
Imagery – Blended lifestyle photography and bold settings to position wine as a social, inclusive experience rather than a closed tradition.
Brand Voice – Working with a team of PR professionals, we developed messaging guidelines rooted in authenticity, humor, and accessibility. Tone is playful and slightly rebellious, with an emphasis on storytelling over jargon.
Impact
The result was a cohesive identity system that felt fresh, fun, and scalable. SmashVines proved how branding could reframe wine from an intimidating ritual into an approachable, shareable experience—speaking to irreverent drinkers ready to smash tradition and pour something new.
Full Brand Presentation
Scraps and Such
Image scrap
More Stories in Design
Noosa Time (Yoghurt Ad Campaign Concept)
The Organism Company (Ginkgo Bioworks Rebrand)
Like this project
Posted May 14, 2026
Developed a bold wine brand identity that speaks to millennial audiences.
