El Pino Club isn’t your typical wine brand — it’s more like a love letter to Pinot. The portfolio is a quirky, globe-trotting collection of Pinot Noir from different producers and regions, each with its own personality. Our job was to create a “shapeshifter” brand that could adapt to each wine while keeping a clear, recognizable identity. We started with bold, unexpected names tied to the terroir, then built wildly different label designs anchored by a logo inspired by the vintage neon sign that hangs in their tasting room. Every detail invites Pinot lovers — and the Pinot-curious — to explore the grape’s many moods.