Dry Farm Wines had outgrown its original positioning and needed a refreshed identity that felt more premium and culturally relevant. I led the brand strategy, redesigned the logo, and directed the creative and visual approach to help the company appeal not only to wine drinkers but also to an audience interested in art and fashion. The refreshed system balanced a more elevated, editorial aesthetic with the brand’s roots in natural wine and the rustic farmers behind it. The result provided clearer positioning in the marketplace, stronger recognition across campaigns, and a noticeably more premium look and feel.