Brand Strategy
Joséphine Wine Bar drew its name from Joséphine de Beauharnais, Empress of France and first wife of Napoleon, providing a rich historical foundation for the brand. Building from that inspiration, I developed an identity that balanced elegance and approachability, creating a visual system that felt refined yet inviting.
Visual Language
In creating the visual elements of the brand, I explored themes of royalty through marks inspired by crowns, marbled busts, sigils, signatures, and traditional crests. A hand-scrawled script was utilized for the primary logo mark, evoking the personal signature of the empress herself. To extend the brand beyond the logo, I developed a custom brush pattern that became a defining element of the visual system, creating continuity across environmental applications. A palette of crisp white and warm gold brings richness and sophistication to the brand, while a deep burgundy serves as a nod to a freshly poured glass of wine.
Results
The final identity gave Joséphine Wine Bar a cohesive and recognizable brand presence that carried seamlessly from graphic design into the physical space. The custom pattern became a defining feature of the experience, ultimately influencing the interior design itself. Together, the branding and interiors reinforced one another to create an atmosphere that feels thoughtful, elevated, and distinctly Joséphine.
