Heritage Link Brands was a start-up wine distributor, looking to import Mia Cara wines to the US. Mia Cara is one of the few black-owned vineyards in South America. The problem was Mia Cara’s overseas brand mimicked that of Italian vineyards, and would not set it apart here in the US.

Heritage Link Brands wanted to target young and educated middle class wine drinkers; people who are socially conscious when it comes to their shopping. I decided to portray the Mia Cara brand for what it is. Mia Cara was founded through a grant set up by Nelson Mandela, with the purpose of empowering black South Africans, to create a future for today’s youth.

The name “Mia Cara” is Italian for “My Love.” The love I focused on was that of a child’s love of life - with a dynamic illustration of a wide-eyed black child, done in the colors of the South Africa national flag. The name brand appeared in scratch-like hand drawn text, adding to the youthfulness. This new brand set Mia Cara apart from every other wine sold in the US, as the packaging was energetic and engaging.