Brand Mountain worked closely with Greg Fries, the owner of Fries Vineyards, to develop an identity that would further the company's future business goals. A family vineyard established in 1994, Fries Vineyards is in the middle of a transition to growing and selling grapes to existing wineries. The company needed a bold new look to support the current focus while also providing the flexibility to expand the brand's reach into the boutique wine market with the planting of future acreage.

The logomark features a clean, modern "F" that subtly infers the shape of a simple grape cluster suspended from a vine. Paired with Montserrat Bold, a geometric sans-serif typeface designed by Argentinian designer Julieta Ulanovsky, the bold visual identity positions the brand for future growth. The simple, triangular grape cluster creates a recognizable visual language from the logomark to custom patterns and bullet-points. The identity currently encompasses print and apparel applications.