Apothic, America’s top-selling red blend, found success in 2008 with a smooth profile and gothic branding that aligned with the era’s ‘Dark Fantasy’ trend, exemplified by Twilight, Game of Thrones, and Fifty Shades of Grey.

In 2024, it was time to ‘retire the vampire’ and future-proof Apothic for a new era—enhancing its image and value without relying on cliché wine tropes.

The result is The Modern Apotheca, a rebrand that brings a more refined yet welcoming feel to the Apothic experience. With a balance of elegance and warmth, the new identity invites consumers to explore wine with ease across every touchpoint.

Work created at Design Bridge and Partners.

Wordmark and logo created in collaboration with Dan Forster.