The goal with the identity was to create a flexible system that could be used anywhere. The final design incorporates a simple, crest-like abstraction of a rose as the identity’s focal point. For inspiration, we studied vintage catalogues, maps of the island, and much more.
After the success of Rosewater Market, the brand was extended to a sibling store, Rosewater Wine and Spirits. This new seasonal store was to offer up a generous selection of wines, specialty spirits, and craft beers; inviting their customers to discover a new favorite. It also offered an opportunity to play with extending the brand by adding playful language, illustration, and new souvenirs inspired by the Martha’s Vineyard culture and vintage tourist kitsch.