Sobremesa Miami
Logo Suite · Branding Graphics · Apparel & Merchandise
Sobremesa is a natural wine shop and specialty market in Miami Shores, named for the Spanish word for the hour you stay at the table after the food is gone. We built the logo suite, the branding graphics and the apparel and merchandise that carry it out of the shop.
SITUATION
Sobremesa is a small room that sells wine, cheese, tinned fish and glassware, and the whole thing runs on how it feels to be in there. A shop like that lives or dies on being somebody's place. The identity had to do the work the room does, on a bottle tag, on a tote, on a phone screen, without a person standing there to explain it.
DIAGNOSIS
Natural wine retail has settled into a look. Squiggles, blobs, a loose hand-drawn mark, a joke somewhere on the label. It signals the right politics and says nothing about the specific shop. Sobremesa already had the better idea sitting in its own name: the meal is over and nobody has left. That is a feeling, not an aesthetic, and no amount of squiggle communicates it.
DECISION
Build the identity around the hour after dinner rather than around the category. Warm, unhurried, made to sit on a shelf for years without dating. Then design the merch so a customer can take the feeling home, because the point of a shop like this is that people want to belong to it.
WHAT WE BUILT
A full logo suite for Sobremesa, with primary, secondary and mark-only lockups sized for a shop window, a bottle tag and a business card. Branding graphics extending the system across packaging, signage, retail collateral and digital, with the rules for applying each one. Apparel and merchandise designed as things people actually want, so the name leaves the shop on a shirt and a tote instead of staying stuck to the door.
