167-169 Great Portland Street
5th Floor, London W1W 5PF
Vagabond Wines
Evolving the brand behind London’s self-pour wine bars
Vagabond Wines is a pioneering winetech business reimagining how people discover and enjoy wine. With up to 160 wines available by the glass through its self-pour model, paired with relaxed food and a lively atmosphere, it created a retail-meets-hospitality experience unlike anything else on the UK high street.
Launched in 2010, Vagabond grew from a single site into a network of wine bars across London. Our partnership with the founding team began a few years into that journey, helping capture and extend the distinctive in-bar experience as the brand evolved.
As the business expanded, the brand needed a clearer and more flexible design system capable of maintaining consistency across multiple venues and touchpoints while preserving the energy and personality that defined the Vagabond experience.
Working closely with the founding team, we developed a design system that translated the atmosphere of the bars into a cohesive visual language. From in-store graphics and signage to seasonal brochures, staff guides and printed collateral, the system balanced clarity with a sense of discovery, energy and fun.
The resulting identity framework runs across wayfinding, menus, printed pieces and digital touchpoints, allowing the brand to scale while retaining its character. The system supports Vagabond’s distinctive retail-meets-hospitality model and reinforces its position as a leader in London’s self-pour wine culture.
From a single site in 2010 to a growing network of London wine bars, Vagabond now offers up to 160 wines by the glass through its self-pour model, supported by a cohesive design system spanning wayfinding, menus, campaigns and digital touchpoints.
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