Our friend and young wine merchant Alex was in need of a brand refresh that captured his down-to-earth personality and enthusiasm for selling quality wine.

What differentiates The Modest Merchant from other liquor businesses is Alex, and his personality and personal connections with his customers. Alex is The Modest Merchant and it was important for us to showcase his genuineness, authenticity and fun personality through all aspects of the brand.

To characterise The Modest Merchant, we paired line illustration with vibrant colours and a bold yet soft serif typeface. The colour palette is a nod to the industry with a touch of vibrancy. We wanted to steer clear of traditional wine colours, so we avoided the maroons and aubergine, and instead opted for a colour palette that was fresh and bright.  

Anyone who knows Alex knows that he never leaves the house without his utility jacket. The illustration and logotype had to work collectively and be strong enough to work individually. We chose the typeface Rando in bold and reduced the kerning to bring in personality and movement. 

The proof is in the wine. Check out his Instagram @modestmerchant