Lifestyle Infinito Limited is a wine and luxury goods business established in 2021. They reached out to me to create a logo for their business.
Drawing from the vision of the company founders, and working closely with the marketing and operating directors, I developed a luxurious yet approachable logo and colour palette to embody their values.
To start, I brainstormed 11 thumbnail sketches based on the business specialty of wines. As the company had plans to expand to lifestyle products in the future, I introduced elements of nature and luxury to support the wine iconography, while suggesting more than wine. I presented the first round of ideation to the founders and shareholders, and discovered that logo C was the most popular. In the second round of ideation, I introduced typography into the sketches.
In the second round of ideation, 2 thumbnails were chosen to be explored further. With the operating director, we discussed colour palettes, which included neutral tones such as beige or brown, including a muted green. In addition, red and gold seemed like obvious choices for a luxury wine business. I explored varying degrees of simplification for the logo.
After discussing with the founders and shareholders, we decided on the final logo. The swirl of the wine within the cup makes an infinity sign that represents the name of the business, and the spiralling vine around the curvilinear wine glass conveys a sense of elegance and class to the brand overall.