Founded in 2003, Bink Wines is the dream of two women with a passion for elegant wines. Hand-crafted in small batches, the wines are deep and multi-layered. Unfortunately Bink’s previous identity, a cartoonish manx cat, evoked a commodity feel and failed to convey the high-end, hand-crafted, artisanal nature of the wine. As a result, many distributors, restaurants and wine bars were reluctant to carry the product even though they believed in its quality. With a spontaneous, hand-rendered calligraphic stroke that alludes to a grapevine, San Francisco-based The Engine Room created an identity that’s artful, minimal and not stuffy. Since the launch of the new brand, Bink has landed several new customers in the San Francisco Bay Area and the East Coast—many of whom were reluctant to carry the old branded product.