Problem. A brand-new boutique winery in Connecticut needed a complete visual identity from nothing. The brief: fun, friendly, and approachable, with a heron at the center. They knew the bird; I had to make it a brand.

My role. I built the entire identity: the mark, the palette, the typography, the icon system, and the rollout across web, packaging, print, and social.

The hard call. My instinct was the elegant heron, minimal and sleek. The client wanted friendly and approachable. So the bird got a hand-sketched vibe instead of the ultra-clean version I preferred. Their read was right for the audience. Letting go of my version was the actual design decision.

What we built. A heron mark symbolizing elegance and balance, with a weathervane arrow referencing the barn on the property. A muted pastel palette with purple as the signature Westbrook color. Montserrat and Playfair Display. A custom icon set for taste profiles and pairings. Vertical, horizontal, and brandmark lockups.

The result. The identity is live across the web, packaging, print, and social. The site draws around 900 active users with strong local traction across Shoreline Connecticut (Westbrook, Clinton, New Haven), plus regional reach into Boston and New York.

What I'd do differently. Two things. I'd show fewer concepts; they loved them all, which became its own problem. And the circle lockup was an afterthought once I realized the mark was very vertical. I'd plan the lockup system from the start.

Amanda truly understood our business, delivering exceptional, cohesive designs for our logo, website, and marketing materials. Her collaborative approach and foresight have been instrumental in our growth. Highly recommend her for top-quality graphic design and an enjoyable experience! - Co-owner, Edgewood Estates Winery

© 2026 Amanda Southworth