Melia Tandiono balances the contemporary and classical in her authentic identity for Origin’s wines

In a wine industry dominated by obscurity and outdated experiences, Origin is dedicated to authenticity, storytelling and celebrating life well-lived. The wine company was created for a generation of wine drinkers that not only care deeply about what goes into each bottle, but also care much more about a table surrounded by good company. Brooklyn-based freelance designer and art director Melia Tandiono was approached by Origin to bring energy and personality to their identity, packaging and overall aesthetic. With the company’s ethos in mind, she created a solution that balances contemporary and classical characteristics throughout its custom wordmark and typography. Juxtaposing grand settings with quirky props, the art direction is an embodiment of the customer and their sentiments while enjoying a bottle of Origin’s wine. Fun but refined – it doesn’t take itself too seriously. The custom wordmark was inspired by two sans serif typefaces – Optima and Lydian. “I wanted to create a wordmark that is understated, with traditional and contemporary characteristics woven in,” Tandiono tells us, beginning the process by drawing the letterforms simply before adjusting the weight for added nuance. “The end result is a sans serif that mimics the contrast of weight in a serif,” Tandiono adds “and the balance of those two worlds seems to fit with the overall brand ethos.”