Cash & Carry Studio embraces imperfection for OTHER’s wine identity

Wine branding typically gravitates towards either rustic tradition or pristine minimalism, but OTHER carves out a different path entirely. The UK-based wine brand champions lesser-known regions and independent vineyards, creating a platform where unsung winemakers can reach curious drinkers seeking something beyond the ordinary. For its comprehensive rebrand, OTHER enlisted Cash & Carry Studio, the London-Lisbon creative practice that brings DIY aesthetics and playful energy into commercial spaces. The collaboration began with OTHER already possessing a logo, but the brand required deeper meaning and longevity across all touchpoints. “They were looking to update their brand and labels into something with more meaning that would work long-term,” explains Beatriz Cóias, Founder & Creative Lead at Cash & Carry Studio. “They offer wines that come from places we’re not used to seeing and tasting in the UK which is already a factor of differentiation and we wanted to highlight that.” The resulting identity centres on an organic logo shape that embraces imperfection as a design principle. Rather than pursuing the polished aesthetics common in premium wine branding, Cash & Carry Studio deliberately cultivated a fluid, human quality that mirrors both wine’s natural flow and the brand’s storytelling approach. The logo’s intentionally imperfect form reflects the human touch behind every bottle, creating visual confidence through its very irregularities. Achieving this organic quality required extensive experimentation across various mediums. “It was a lot of trial and error, we started off using a variety of mediums to experiment with, even actual wine,” Beatriz reveals. “In the end, once we nailed the concept, we used an existing typeface as the backbone, from there we printed it out, drew on top and scanned it back again, cleaned it up and so forth till we got something that was legible enough, clean but also had that fluid vibe.”