Blending Culture to Craft A New Wine Experience
SERVICES
Branding, Strategy, Marketing, Retainer
CREDITS
Kye & Shahron Chaudry
CLIENT
YEAR
2023-Current
Uncorking a Vision of Diversity
When Kye and Shahron Chaudry approached me in August 2023 with their dream of creating Washington's first Black and Punjabi-owned winery, I knew we were about to embark on something special. Their vision, born from a shared passion for winemaking discovered on their first date in 2015, wasn't just about wine – it was about representation, community, and redefining luxury.
In an industry where less than 1% of U.S. wineries are Black-owned, Saanj Winery aimed to be more than just another label. It would be a statement, a celebration of culture, and a bridge between tradition and innovation.
SAANJ LOGO PROCESS LOGO DESIGN
We explored a range of ideas from word-based logos to more abstract one
There we're many great concepts but this emerged as a final contender.
We explored a range of ideas from word-based logos to more abstract one
Fermenting Ideas into Reality
Our journey began with deep dives into urban brands, luxury aesthetics, and cultural symbolism. We found inspiration in unexpected places – from the poetic flow of Kendrick Lamar to the vibrant streets of Punjab. The name "Saanj," meaning "coming together to uplift the community" in Punjabi, became our north star.
The final concept aimed to capture the essence of urban luxury with Black and Punjabi culture at the center. At its core, the Saanj brand isn't just about the wine – it was about the people and the moments. This led to our photography-based approach, featuring diverse faces and urban scenes, each telling a story of community and celebration.
Beyond the visual identity, I became their Fractional Creative Director and Brand Manager – handling email marketing, social media strategy, event marketing, and content production to ensure consistent brand execution across every touchpoint.
WINE LABELS
“Elexia demonstrated an aptitude of creativity alongside a high willingness of executing on a time-sensitive deliverable through her thoughtful design process...”
— Kye & Shahron Chaudry, Founders of Saanj Winery
A Toast to the Future of Saanj
Watching Saanj Winery come to life has been nothing short of exhilarating. From the launch party that oversold with 150 tickets to seeing their Instagram following surge to nearly 800 in just six months, it's clear that Saanj has struck a chord.
But the true magic lies in the details – the Spotify playlists paired with each wine, the activity suggestions on the bottles, and the featured local artists on the labels (starting with yours truly!). These elements transform Saanj from a mere wine brand into a cultural experience.
Since the completion of their brand, I've continued to support this client in a creative retainer. They have seen immense growth including 54.76% email open rate (2.6x industry average) and 708% increase in website traffic year-over-year. We have successfully expanded the wine list to 4 wines and are looking forward to opening their first tasting room in Seattle, WA.
I'm reminded of why I love what I do. Projects like Saanj allow me to blend creativity with purpose, crafting brands that not only look good but do good. Here's to Saanj Winery – may they continue to pour change, one glass at a time.
PHOTOS FROM THE LAUNCH PARTY
This concept was one of my favorites takes on urban luxury. It brings the vibrancy of the city to life through gritty textures and vivid colors that pop. The imagery celebrates everyday people and places often overlooked, showcasing the beauty and resilience of diverse communities. By featuring real people in real environments, it spotlights authentic stories. The raw, artistic style reimagines urban landscapes as art, merging street scenes
As my favorite concept, this was a sample product mockup that paired with the logo to showcase how this identity could be executed.
Although this concept is bold and clean, I wanted to find ways for it to still be fun and playful. Overall, I enjoyed it's earthy and animal style elements.
This concept was one of my favorites takes on urban luxury. It brings the vibrancy of the city to life through gritty textures and vivid colors that pop. The imagery celebrates everyday people and places often overlooked, showcasing the beauty and resilience of diverse communities. By featuring real people in real environments, it spotlights authentic stories. The raw, artistic style reimagines urban landscapes as art, merging street scenes
ALTERNATIVE COCEPTS
