Dante’s Fine Wines & Spirits
Hospitality Group
One parent brand and three venue marks, carried from wayfinding signs to a Webflow membership website.
The Problem
Three hospitality concepts shared one location: Inferno, a private cigar lounge; Purgatorio, a retail bottle shop; and Paradiso, a cocktail bar. They needed distinct identities connected by a parent brand and their shared Divine Comedy theme. The website also needed to support memberships and private events.
The Solution
I created the parent logo and individual venue marks, then established the typography, color palette, and brand guidelines. The three illustrations work separately for each venue and together as the parent mark. I also designed and built a Webflow website with member profiles and recurring subscriptions.
The Mark
Each sub-mark pairs the venue’s core product with its literary namesake: a flame rising from a cigar for Inferno, Mount Purgatory beneath a guiding star on a spirit bottle for Purgatorio, and a halo resting over a wine glass for Paradiso. Concentric linework in each illustration quietly references the rings of Dante’s afterlife.
Arranged side by side, the three illustrations form a medieval-style triptych that serves as the parent logomark. I paired a bold blackletter wordmark for historical character with a clean geometric sans-serif to maintain legibility across menus, environmental signage, and digital screens.
The Motion
I animated the triptych so the venue marks arrive in the order of Dante’s journey: Inferno, then Purgatorio, then Paradiso. Each arch draws in before its illustration appears, and the three settle into the parent logomark before drawing back out in reverse.
- Red#9F2038
- Gold#CC802F
- Black#231F20
- White#FFFFFF
Piazzolla
Headings
Color and Type
A deep wine red and a warm gold carry the three venue marks, set against black and white so the illustrations read clearly on signage, menus, and screens. Piazzolla sets headings and Barlow sets body copy.
The Surfaces
I applied the identity to wayfinding, menus, print advertising, apparel, and interior signage. The Webflow website brings member profiles, recurring subscription billing, and private-event ticketing into one place.
The Result
The identity connects three venues while giving each its own recognizable mark. Shared typography, colors, and guidelines carry the system across signage, menus, and the website, which supports both wine-club and cigar-lounge memberships.
Store staff use the website’s membership data to put together the monthly wine and cigar release packages. I also handed off assets and design templates in Canva, so the team can make its own ads and menus and the brand still holds together.