Vagabond Wines

Evolving the brand experience for London’s original self-pour wine bars.

Vagabond Wines is a pioneering WineTech business reimagining how people discover and enjoy wine. With its self-pour model offering up to 160 wines by the glass, paired with relaxed food and a lively, welcoming atmosphere, it offers a retail-meets-hospitality experience unlike anything else on the UK high street.

Launched in 2010, Vagabond began expanding across London in the years that followed. Our partnership with the founding team commenced a few years later, helping capture and extend this distinctive experience as the brand evolved and expanded. From in-store graphics and signage to seasonal brochures, staff guides, and branded collateral, we evolved a cohesive design system that could flex with the business while keeping discovery, energy, and fun at its core.

About the project

Vagabond’s challenge was to maintain consistency as it grew from a single site into a network of wine bars across the capital. We developed systems that worked across every touchpoint — from the wayfinding and signage guiding guests through the spaces to the printed menus, seasonal brochures, and digital materials that deepened the experience.

The design approach balanced clarity and consistency with enough personality to keep things lively and engaging. Typography, colour, and graphic details were refined to unify the brand across environments without losing the character that makes Vagabond unique.

The result is a flexible design system that supports scale while celebrating the spirit of wine discovery — helping Vagabond cement its place as the leader of London’s self-pour wine culture.

Client
Vagabond Wines

Sector
Hospitality
Food & Drink
Retail
Technology

Disciplines
Brand Strategy
Brand Architecture
Digital Experiences
Editorial Design
Illustration
Environmental Graphics

Collaborators
Gavin Martin — Print

“From in-store graphics and signage to seasonal brochures, staff guides, and branded collateral, we evolved a cohesive design system that could flex with the business while keeping discovery, energy, and fun at its core.”

“The result is a flexible system that supports scale while celebrating the spirit of wine discovery.”

Inspiration, concept evolution, material and print tests of tasting cards, retail signage, posters and stationery.

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About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

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