L’Entrata Wine Bar in Anthem, Arizona, is an upscale yet casual establishment where the owners want patrons to feel like they are walking into an extension of their homes. In developing L’Entrata’s brand strategy, Studio Loutsis collaborated with the owners to define the company’s values—heritage, connection, quality, and warmth—and to position those values within a visual and verbal identity. We established our vision for L’Entrata’s brand at the intersection of sophistication and accessibility, disproving the stereotype that high-end wine establishments are elitist. The brand needed to speak both to patrons with expertise in wine as well as the novices that are warmly welcomed (L’Entrata is Italian for “entrance”).

Studio Loutsis created L’Entrata’s logo to capture the concept embodied by the brand tension of “playful heritage.” The intersecting “L’s” symbolically represent the idea that at L’Entrata, home meets here. The logo served as the jumping off point to the comprehensive brand identity system spanning print, digital, and environments. The visual and emotional qualities of the Sonoran Desert inspired the art direction: warmth, brilliance, and contrasting light and shadow, represented throughout the brand system by an earthy shade of gray.

Our team designed a suite of materials: printed stationery including cards, menus, postcards, tissue paper, and a monthly wine lookbook; a comprehensive packaging system for the L’Entrata wine label and distribution system; merchandise including apparel, a blanket, and wine totes; and environmental graphics, signage, and wayfinding.