trope wines is a concept project from naming strategy thought brand execution.

The name:

trope is a nod to the core target audience for the brand, while being generic enough to avoid alienating secondary audiences and on shelf. The name is short, easy to pronounce and has a strong “p” - a sound called a plosive that can enhance memorability and impact.

additionally trope, in it’s dictionary definition, is a significant or recurring theme, which echos the underlying model of curated wines that are true to varietal style.

The wordmarks:

the logo and secondary mark are a modern typeface that I drew over to create a subtly wonky text logo. It breaks the “perfect” nature of the type, bringing a hint of approachability to the text and the brand.

The color palette:

I chose a bolder color palette for the brand for several reasons. First, I think wine is due for some bolder colors. I’m starting to see a bit more color in smaller labels, but the larger brands are still dominated by predominantly white background labels. Second, a bold colorful palette echoes the style that is increasingly popular for contemporary fiction and romance novels.

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