As a publication that targets Millennials and Gen Z, VinePair was looking to engage, entertain, and educate a younger audience who may be overwhelmed by the wine and spirits space.

The design solution was to grab the audience’s attention through rich, vibrant, and playful visuals, bringing a lighthearted twist to an industry known for its exclusivity and pretension. This approach allowed VinePair to target and inform a consumer who may feel intimidated or overwhelmed by drinking culture.