Laid-back

Serious about enjoyment.

Laid-back is an independent wine and bottle shop with a seriously relaxed atmosphere. Eschewing the pretension that often decants into the wine world, they’ve cultivated a welcoming environment where customers can enjoy new experiences – whether savouring complex vintages, discovering craft brews, or indulging in the occasional expertly mixed cocktail.

The inspiration

Their approachable character paired with genuine expertise creates a distinctive blend. Laid-back isn’t about diluting the rich heritage or disrespecting the terroir of tradition – it’s about serving knowledge in a way that helps everyone appreciate what’s in their glass, making that quality bottle of something even more special.

The idea

The core logo is intentionally ‘laid-back’ – we opted for a hand-drawn execution, creating bespoke lettering over using a standard typeface. This approach allowed for us to craft a unique bottle at the heart of the identity. The hyphen in the name elevates the idea even further – as it becomes the label on the bottle.

Beyond the logo, which works in a landscape or (stacked) portrait arrangement, we introduced a range of ‘informal’ typefaces – encouraging the client to use them freely and even add in their own choices. This unconventional approach maintains the relaxed ethos of the brand.

The bottle silhouette at the core of the identity can stand on its own – allowing the label shape to interchange across posters, packaging and printed menus.