Launching Blindfold: A Lifestyle-Driven Luxury Wine Brand

Blindfold is a lifestyle-driven, entry-level luxury white wine brand that explores sensory indulgence through light, shadow, and refined design. As part of The Prisoner Wine Company's portfolio, I played a key role in launching the brand by contributing to concept development, supporting the creation and maintenance of brand guidelines, and spearheading design rollout across all mediums. As a senior designer and acting art director, I assisted on-location production, crafting mood boards and storyboards to guide the team. I designed assets for all channels, including standout projects like high-performing Out-of-Home (OOH) ads and a digital tasting app experience. With a focus on authenticity and inclusive femininity, Blindfold’s identity combines organic textures, a refined palette, and elegant typography to deliver a premium, immersive experience.