Natalie Hekmat and husband Michael wanted to create a place for Natalie to express her passion for natural wine and provide the emerging East Hollywood neighborhood with a simple and approachable place to buy and enjoy her expertly selected bottles. It was important to keep the husband and wife team very involved in the design process from the start which helped to construct a narrative that informed the branding rather than merely creating strict design guidelines. The result is decidedly unstructured on its surface but carries a through line via color palette, hand-crafted elements and a lighthearted attitude.