SASHI Wines
International Wine Brand
Temecula, CA
India
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Creative Director
Lead Designer
Product Label Design
Brand Identity
2025
SASHI Wines approached me to create a brand identity system and wine label design system that could speak to the growing natural wine audience in India while also setting the stage for their future tasting room in Temecula, CA. The goal was to keep things modern and clean, while giving the brand a secondary voice to connect with a younger crowd down the line. I focused on building a system that works across packaging, digital, and in-person experiences, keeping it simple, flexible, and approachable.
Typography and layout are clean and modern but feel friendly, with a secondary tone that adds personality without overpowering the main design. Colors, type, and structure were all chosen to communicate authenticity and craft, making natural wine feel accessible to both seasoned wine lovers and new audiences discovering the category.
This system gives SASHI Wines a solid foundation as the Temecula vineyard takes shape. It’s flexible enough to work for their tasting room, future releases, and international markets. The type system, label approach, and overall identity let the brand feel premium and approachable at the same time, inviting people to explore natural wine on their own terms.
Flexible Identity
To give SASHI Wines added flexibility, we developed tertiary logos and alternative brandmarks that can shift the tone when needed. These secondary marks allow the brand to feel more playful, approachable, or experimental without diluting the core identity. Whether used on social media, limited-edition bottles, or promotional materials, these alternative marks give the brand a voice that can adapt to different contexts and audiences, while keeping the overall system cohesive and recognizable.
The Result
The result is a sleek, modern brand identity system that successfully bridges an international natural wine audience with a distinctly California point of view. Designed to scale across global markets and local experiences alike, the SASHI Wines system feels authentic in both the Indian market and the future Temecula tasting room, balancing clean typography, refined structure, and approachability. The flexible identity and wine label design create a cohesive presence across packaging, digital platforms, and in-person touchpoints, positioning SASHI Wines as a modern natural wine brand rooted in place while built for international reach.