Wild Vibes — brand design intensive
A wine brand designed in three hours, fuelled by chaos and a need to feel something.
Born out of stress, built on vibes. Wild Vibes is a Gen Z wine brand that doesn’t care about rules—it’s here for fun, freedom, and dramatic mascots.
Identifying the problem
Some days you need a creative outlet. Other days you need a weird wine brand with a dramatic mascot named Jamie. This project was both.
Wild Vibes was my way of turning burnout into boldness. The challenge? Create an entire brand—name, visual identity, and vibe—in under three hours. The only brief was “unhinged, carefree, and not trying too hard.” In other words, a wine brand Gen Z would actually vibe with.
Target audience
Young adults who buy wine based on the label and the vibe (not the varietal).
Gen Zers who romanticise life but also need to scream into the void sometimes.
Design lovers and creatives who appreciate speed, spontaneity, and chaos-made-cute.
Qualitative Research
Let’s be honest: this one was more gut than Google. But even in speed-run mode, I tapped into Gen Z values—authenticity, emotional expression, and “main character” branding. I referenced everything from meme culture to 2000s zines to build something weirdly cohesive.
Jamie (our brand mascot) became the embodiment of this energy: dramatic, defiant, and deeply unserious. Think: if your inner monologue was a cartoon with eyeliner and bad coping mechanisms.
Strategy Development
With barely a brief and only vibes to guide me, I created:
A loud, free-spirited wine brand
An expressive mascot named Jamie, who’s basically chaotic neutral in bottle form
Visuals that blend DIY aesthetics, punchy colours, and a healthy disregard for polish
The branding is raw on purpose. It’s a reminder that sometimes messy is magnetic—and that not every wine has to whisper in cursive.
Challenges & Solution
This project wasn’t about refining—it was about releasing. The biggest challenge was letting go of perfectionism and letting intuition lead. I gave myself a hard time limit and zero room to overthink. The result? A brand that feels spontaneous, silly, and somehow exactly right.
Here’s how it turned out
Take a look at the final brand
go from idea soup to “holy sh*t, that’s my brand”
If this project made you feeling something… that’s the power of brand design.
Now imagine what that power could do for your brand. Whether you’ve got a fully-formed brief or just chaos in a Google Doc, I’m here to help you shape it into something scroll-stopping.