Scope:
Full brand strategy & visual identity development
Logo system, typography & color architecture
Packaging design & product system
Launch campaign & promotional rollout concepts
Brief:
A boutique wine group approached me to pitch ideas for a new, emerging category of orange wine. They were seeking something that would capture a sense of warmth, authenticity, and cultural richness while feeling contemporary and relevant to younger audiences. Inspired by my Moroccan heritage and the growing interest in natural wines, I developed Zina, a brand rooted in beauty, sunlight, and heritage: a love letter to Morocco through the lens of modern craft wine.
Challenge:
Most orange wines on the market lean heavily into minimal or rustic aesthetics. My goal was to introduce a bold and textural identity that celebrated Moroccan artistry, translating its colors, tiles, and patterns into a sophisticated yet playful visual language.
The concept needed to feel approachable for the global market but distinct enough to stand out on-shelf, balancing authenticity with design clarity.
Solution:
The result is Zina, meaning beauty in Arabic. A brand that captures Morocco’s sensory richness and warmth. Zina draws inspiration from Agadir, known for its coastal light and citrus groves. The bottle design features translucent pattern adhesives inspired by traditional zellige tiles, allowing the color of the wine to shine through, making the wine itself part of the design.
The visual system extends across cart activations, merchandise, and a modern typographic system that bridges old and new.
