Starting with the name, 20 Deep was inspired by how deep vine roots will grow into the earth—which speaks to the winery’s commitment to the community. To bring the name to life through a logo, the visual direction quickly conveys the hand-crafted nature of wine-making and the general human need to express oneself—something that the winery owners are doing through the brand and product. We carried that thinking over to a graphic system where we paired large abstract brush strokes with clean type, and a color palette that is approachable and welcoming.