Challenge
Upstairs Wines started life as a hidden tasting room above a Bondi speakeasy the kind of place with no front door, just a buzzer and an invitation to "come upstairs." When that spirit moved into its first bricks-and-mortar store in Long Jetty, the challenge was translating that laid-back, in-the-know energy into a brand that could live on shelves, signage and merch standing out from typical bottle shops without losing the sense that you'd stumbled onto something good.
Solution
We built a playful, illustration-led identity that carried the "just come upstairs" personality into every touchpoint from external signage and packaging to apparel, tote bags and shopfront patterns. Custom bottle and shop illustrations gave the brand a distinct, characterful presence in-store, while a flexible system meant it worked just as well printed on a tee as it did wrapped around a paper bag.
Delivery
Branding
Signage
Art Direction
Merchandise
Illustration
Packaging
