Segerstrom Cellars Logo
Client: Segerstrom Cellars, Lorne Segerstrom, Keeseville, NY, USA
Scope: Logo design and identity mark
Role: Lead designer and illustrator
Platform: Print and digital applications
Timeline: October 2015 – January 2016
Context: Segerstrom Cellars is a New York-based producer developing a portfolio of craft beverages, beginning with vodka and later expanding into wine and related products. As a new business, the identity needed to establish credibility, versatility, and a strong sense of place from the outset.
The logo was intended to function as a permanent mark, capable of supporting future sub-brands while remaining distinctive and recognizable across markets.
The Challenge: The primary challenge was designing an identity that could bridge multiple contexts:
Entry-level and premium markets
Signage, packaging, and digital presence
A contemporary craft sensibility with a sense of heritage
The mark needed to feel refined and established—without appearing ornamental, trendy, or inaccessible.
The Solution: The final logo centers on a bold, typographic “V” as its core form—an abstract reference to Segerstrom’s linguistic roots. The name translates loosely from Swedish as “Victory Stream,” an idea that informed both the structure of the mark and its sense of movement and flow. The letterform serves as a strong visual anchor around which illustration and narrative detail could gather.
Inspired by regional landscapes near Keeseville, including the waterways and rock formations of the nearby Ausable Chasm, the illustration incorporates natural motifs such as flowing water and vine forms. These elements were carefully integrated to suggest craft, origin, and continuity without overwhelming the mark.
Custom hand lettering and an engraving-inspired illustration style give the logo a tactile, timeless quality suited to both labels and signage.
Key design decisions included
Typographic Foundation
Using a strong central letterform to establish clarity, hierarchy, and long-term adaptability
Illustrative Restraint
Referencing landscape, water, and growth through simplified forms rather than literal depiction.
Vintage-Inspired Craft Aesthetic
Drawing from engraving and etching traditions to suggest heritage and authenticity without pastiche.
Scalability Across Products
Designing the mark to function as an umbrella identity for multiple product lines and formats.
The Result: The Segerstrom Cellars logo provides a distinctive and flexible visual foundation that supports the brand’s craft positioning and long-term growth. The mark translates effectively across bottle labels, signage, and digital applications, maintaining clarity and character at a wide range of scales.
What This Project Demonstrates:
Translating place and narrative into symbolic form
Balancing illustration with typographic clarity
Designing identity marks that scale across product categories
Creating logos that feel established without relying on trend