Downhill Cellars
If you had even the smallest negative reaction to the word "downhill" when you read my email subject line, you understand the challenge I was given on this project. The owner of this new winery is an mountain bike enthusiast, and looks forward to the downhill segments of rides. So he wanted his winery's identity to express his exhilaration (for a ride, and his new business venture) without bringing in any negative connotation.
The design firm for the project was California's Elephant Ideas & Design, and from the start, they knew they wanted a lively script with some downhill graphic reference.
The designs in the orange box, at left, are representative studies. The design in the black box is the final lettering. You will notice that the final is a variation of the first sketch, but with a cap "D", a second underline "hill", textured edges, and a more extended look.
The beauty of utilizing custom lettering is that I will give you a variety of design options, then I can customize them any way you like.
Aloha,
John
808 333-5048
Click here for archived copies of my previous emails.
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