MauiWine
A complete rebrand for Hawaii's only winery — a 40-year-old estate on the slopes of Haleakalā with a story most brands would kill for. We rebuilt every touchpoint around what was already true: the land, the legacy, and the pineapple.
A face-lift for a Hawaiian legacy.
MauiWine sits on the southern slopes of Haleakalā, on land shaped by a layered history — plantation, royal guesthouse, cattle ranch, and now Hawaii’s only winery. Founded in 1974 as Tedeschi Vineyards on the Rose Ranch estate in Ulupalakua, it has grown into something more than a winery: a place where volcanic soil, Maui Gold pineapple, estate Syrah, and generations of Hawaiian heritage come together in a single glass.
We partnered with MauiWine to rebrand the winery for its 40th anniversary, honoring its roots while modernizing every touchpoint. From identity and packaging to the website, tasting room, wholesale materials, and on-site museum, we built a complete system designed to carry the story forward.
Brand System
The MauiWine logo is an elegant representation of the distinctive qualities and heritage found in every bottle made at the winery. Inspired by the cultural legacy reflected in the wines themselves, the mark is a brand identity rich in meaning — built from three symbols that tell the story of the land.
Left
The left portion of the logo represents the pineapple from which our signature pineapple wines are made. As king of the fruits and a symbol of hospitality in Hawaiian culture, the pineapple serves as the perfect basis for a refreshing Maui wine and is an integral aspect of our brand.
Center
The center of the logo represents Ulupalakua and celebrates the preservation of its beauty and the historical significance of what was once the beloved and hospitable Rose Ranch.
Right
The right portion of the logo appropriately represents the sustainable agriculture that Maui Wine cherishes. This agricultural heritage – cultivating vineyards in the rich and unique volcanic soil of Haleakala – is what produces the exclusive estate wines characteristic only of the Maui Wine brand.
Hex
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OKLCH
#579CAB
87, 156, 171
49, 9, 0, 33
0.65, 0.07, 213
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#DDC9A3
221, 201, 163
0, 9, 26, 13
0.84, 0.06, 83
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#4C2432
76, 36, 50
0, 53, 34, 70
0.32, 0.06, 359
Website
The website rebuild was a project of its own — roughly sixteen months from the first concept meeting to launch. We completely redesigned and rebuilt the site and ecommerce platform from the ground up, creating a responsive, editorial experience that lets visitors explore the wines, learn the stories behind the estate, and order bottles direct from Ulupalakua.
Custom iconography was developed to illustrate wine varietals and tasting notes, giving every page a visual language that feels as distinct as the wine itself. The photography direction leaned into the cinematic — sunset over the vineyard, the camphor tree on the lawn, light through stemware on the lanai — so that shopping online feels a little like standing on the property.
Packaging
Over the course of roughly five years, we had the privilege of designing the entire Rose Ranch wine label line and food packaging. That included all concepts, production art, and press-ready files across every SKU — estate wines, sparkling, pineapple wines, and retail food product. In 2016, the wine label system was recognized with an AMERICAN GRAPHIC DESIGN award.
Every label was built to stand out on a crowded shelf without losing the quiet confidence of an estate wine. Bright tropical palettes, custom illustration, and a pattern system drawn from Hawaiian botanicals gave each varietal its own personality while keeping the family unmistakable.
Print Collateral
We extended the identity across every piece of printed material that represents the winery — business cards, letterhead, envelopes, wholesale sales sheets, tasting room menus, tour collateral, and the day-to-day correspondence that carries the MauiWine name off the estate. The same typographic rigor and palette restraint you see on the bottle shows up in the handwritten note that ships with the wine club order. Consistency at every scale — because hospitality in Hawaiian culture isn't a flourish, it's the whole point.
Signage
On a property with more than a century of stories, the signage isn't just wayfinding — it's part of the visitor experience. We designed the full environmental identity across the estate, from entrance and directional signage to tasting room graphics, vineyard markers, and the interior for MauiWine's on-property history museum. Every surface was designed to feel like it belonged to the land — subtle, grounded, and rooted in the same volcanic-earth palette and Hawaiian motifs that run through the rest of the brand.
