LWX Branding & Concepts
Project
Logo Design, Branding, Design Systems
Role
Visual Designer
Client
LWX
LWX (also previously known as Latitude Wines), is a custom global supply chain for wine a spirit retailers who solves logistic challenges with world-class technological capabilities and integrity. They hold a strong relationship with their retailers in the ways they source, import, and distribute products on their behalf.
The Challenge
Update branding that shows the logistical pathways LWX brings to the wine importing world through forward thinking, precise, and data driven work.
The Solution
Technological branding that intertwines LWX with the technological world and the physical importing world.
Let’s visit the original logo
LWX is known for their optimal logistics when importing wines around the world. The concern with the original logo is that it makes the company look more like a winery instead of being an importing/logistics company.
Every brand starts with an idea
Logo options were created by members of the design team: Natalie, Matt, and me.
The final logo
The final logo was created by my art director, Natalie.
This is a take on a logistical standpoint combined with transportational aspect where LWX imports their wines from many different ports.
Concepts
These concepts were executed by me, but ultimately the client decided to go in a different direction. The logo applications were used on business cards, mugs, and brochures as an example to see how we could extend their brand before moving onto other collateral such as their website.
Concept 1
This concept was inspired by logistics companies transporting their products by boat, resulting to the ocean, ripples, and waves. It shows their dedication, confidence, and culture through trustworthy blues with gold as a grounding aspect while maintaining direct contact with consumers to bring excitement.
Concept 2
This concept shows a grounded yet trustworthy and inviting environment based off of wine and the joys of the finished product itself. It brings the cultural aspect of wines they import in a bold yet elegant way.
With concept 2, I sketched some illustrations for the collateral that leaned a bit off the brand direction. I am no illustrator by any means but thought they were too nice to not be seen!
Concept 3
This concept shows an edgy dark look. The poster creative leans ominous, leaving my team question what they were actually looking at. Though the visuals were cool to look at, it was way off brand.
