Saanj Winery Branding Project

# Saanj Winery: Crafting an Urban Luxury Wine Experience

The Challenge: Blending Culture and Innovation in the Wine Industry

In August 2023, Kye and Shahron Chaudry approached me with a vision to disrupt the wine industry. Their dream? To create Washington's first Black and Punjabi-owned winery, born from their shared passion for winemaking, discovered on their first date in 2015.

The challenge was clear: craft a brand identity that would seamlessly blend Black and Punjabi cultures while embodying urban luxury, hip-hop edge, and modern innovation. This identity needed to resonate with all wine drinkers in Washington, while putting BIPOC consumers at the forefront.

According to the Association of African American Vintners, there are only approximately 100 Black-owned wineries in the United States, representing less than 1% of the total 11,500. This stark statistic underscores the importance and necessity of Saanj Winery's vision, highlighting the critical need for diversity and representation in the wine industry.

The Process: Fermenting Ideas into a Distinctive Identity

Our branding journey began with deep exploration into urban and luxury brands. We sought inspiration from artists like Kendrick Lamar to capture the essence of "urban luxury" - a concept that would make people feel fancy and luxurious, regardless of budget.

The name "Saanj," a Punjabi word meaning "coming together to uplift the community," became a cornerstone of our design process. It inspired us to create a brand that not only represented the founders' cultural heritage but also embodied their mission of community uplift through wine.

Through extensive research and collaboration, we uncovered key elements that would define Saanj: urban edge, luxury appeal, cultural fusion, and community spirit. These insights guided the creation of a vibrant, photography-based brand identity that's edgy yet clean and modern.

The result? A comprehensive brand identity that includes a full logo suite, typography suite, color system, and launch assets. The visual language balances urban grit with sophistication, creating a unique space in the wine industry that speaks to diversity and inclusion without compromising on luxury.

Client Testimonial: Pouring Praise

"Elexia demonstrated an aptitude of creativity alongside a high willingness of executing on a time-sensitive deliverable. An example of this skill was from the creation of our wine labels in which we were aiming to capture our cultural aspects, while simultaneously ensuring that the personality of brand was being communicated to our core consumers. By thoroughly reviewing our feedback against various label mockups, Elexia was able to thoughtfully design 7 unique labels that exceeded our expectations well before the timeline." - Kye and Shahron Chaudry, Founders of Saanj Winery

Bottling Diversity: Crafting Unique Wine Labels

The wine labels became a canvas for celebrating diversity, taking about two and a half weeks to create the art for each of the seven labels. Each label features a different person of color, showcasing various ethnicities and abilities. The first three releases - Rosé, Riesling, and Chardonnay - have already made waves with their unique designs and the tagline "Wine to fit your vibe."

As the first featured local artist, my name is spotlighted on the back of each bottle. This initiative to feature local artists aligns with Saanj's core mission of uplifting the community. Beyond visual appeal, each wine comes with its own Spotify playlist and activity pairing, creating a multisensory experience that goes beyond traditional wine enjoyment.

The label template I created ensures consistency for future years while allowing for continued artistic expression and community involvement.

The Impact: Savoring Success

Since its launch in February 2024, Saanj Winery has seen remarkable growth. Their Instagram following surged from 30 to nearly 800 followers by August 2024. The launch party in June 2024 was a resounding success, overselling with 120-150 tickets.

Saanj Winery has been featured on Convergne Media and Up N' Up podcast, praised for innovation and industry disruption. At their first sampling event with other wineries, they completely sold out, receiving accolades for the beauty and innovation of their wine labels.

The brand's success extends beyond numbers. Saanj Winery is actively reshaping the wine industry narrative, proving that diversity and inclusion can coexist with luxury and innovation. As we look to the future, with four more wine labels set to release in fall 2024, it's clear that Saanj Winery is not just selling wine – they're pouring change, one glass at a time.