This document provides a design brief for a deck of playing cards to promote From the Sun Winery. The winery has an elegant yet fun-loving tone. The cards will be given away at an outdoor wine festival in Indiana to target audiences of wine enthusiasts aged 30+ who enjoy both elegant and playful graphic styles. The design should celebrate the elegance and joy of wine in a bold yet desaturated colorful style, incorporating imagery of sun, grapevines and wine bottles/glasses to communicate the winery's message.

1. Deck of Playing Cards
From the SunWinery
Design Brief
Kitley DeFelice
January 22, 2020
VC 2: Design
Methodology

2. Client Description
From the Sun Winery - a Hoosier (Indiana) vineyard and
winery with an elegant yet still fun-loving and playful tone.
From the Sun develops many different types of wines, from
fruity and sweet to bitter and dry and everything in between
for any and all of the different preferences of various wine
enthusiasts. The winery is called “From the Sun,” referencing
how the grapes utilized in making wine are grown, using
natural sunlight to grow and cultivate the grapevine plants.

3. Event
An outdoor wine festival located in a
charming rural area of Indiana. Many
Hoosier wineries attend, setting up tents
and booths showcasing their products to
festival attendees.

4. Target Audience
Hoosier men and women—though most likely more
women than men—who enjoy wine. These individuals are
old enough, probably 30 years of age or more, to earn a
large enough income to comfortably purchase more
expensive bottles of wine, about $45,000 per year or more.
These people enjoy elegant graphic styles, but they also
appreciate fun and/or playful types of graphics as well.

5. IndustryTerminology
• Vintage - the year the grapes were harvested
• SingleVarietal - made with one type of grape
• Blend - made with more than one type of grape
• Fruit-forward - flavored with sweet fruits
• Earthy - tastes like a plant; savory; not fruity /
sweet
• Body - how much you feel the weight of the wine
on your palate (in your mouth). Can be light-,
medium-, or full-bodied
– Results from a culmination of several
characteristics interacting together as the wine
sweeps across your tongue. For example, wines
with high alcohol levels (14%+ ABV) or high
sweetness give the impression of a fuller body.
• Dry - not sweet
• Tannin - adds a textured, prickly, drying
sensation on your tongue and on the roof of
your mouth. Can be low, medium, or high
• Finish - aftertaste
• Complexity - a complex or layered wine is one
that has many different flavors that evolve over
time in your mouth
• Still - wine that is free of carbon dioxide and
therefore lacks sparkling and effervescent
properties
• Sparkling – wine that is carbonated / contains
carbon dioxide

6. Tone / Criteria /
Objectives / Ideas
• Elegant, but still colorful and fun-loving
– Perhaps combine playful, slightly doodle-like illustration style with visual
elements with a more refined tone - perhaps straight, repeated lines, etc.
• Bold, strong colors utilized, but desaturated to not be too in-your-face and still
maintain elegance
• Bright (but fairly desaturated) colors employed – happy
• “From the Sun” - imagery of sun and flourishing, growing grapevines
• Perhaps swirling, Art Nouveau style, filigree-like lines and shapes to exhibit
sophistication but also reference grapevines
– Design of back of cards?
• Utilize iconic shapes of wine bottles and wine glasses and iconic deep red, plum
color of red wine
• Maybe use iconic deep purple color of wine grapes

7. Function / Aims
This deck of playing cards will be available
at From the Sun’s booth at the wine
festival. The decks will be given away to
festival attendees as a fun promotional item
advertising From the SunWinery.

8. Communication Goal
Celebrating the elegance and joy of
wine that produces fun and happiness