UVA

Wine Boutique & Bar Malaga

Brand Concept & Creative Direction for a Contemporary Hospitality Experience

Client: UVA Wine Boutique

Location: Marbella, Spain

Year: 2025

Role: Experiential Creative Director & Lead Concept Designer

Scope of Work: Brand Concept Development, Creative Direction, Visual Identity Design, Narrative & World-Building, Communication Strategy, Guest Experience Framing, Multi-Channel Brand Expression, Art Direction.

UVA is a contemporary wine boutique located near Marbella, offering curated Spanish wines, tapas, and intimate hospitality experiences within a Mediterranean setting.

I led the brand concept and creative direction, defining the visual identity, narrative system, and communication strategy to build a cohesive brand world across touchpoints.

The concept draws on Mediterranean hospitality, boutique wine culture, and experiential dining, with a subtle reference to 1950s–60s social culture. This brought a subtle nostalgic layer to a warm, refined visual and narrative system.

Project Overview.
A black and white photograph of a table with several people gathered around, engaging in conversation. The word 'VISA' is overlaid in large letters, and the year '2025' is displayed below.

“Voices overlap, glasses meet, and the night stretches endlessly - the Spanish way.”

Business cards for a wine boutique called Uva, featuring elegant white text and a grapevine illustration on a dark green background.
A bottle of white wine with a green label, with the word Uvas and a grapevine illustration, next to a filled wine glass on a table. 
Approach

A holistic brand and creative concept for USVA Wine Boutique, uniting storytelling, hospitality positioning, and sensory experience design.

The concept was shaped through research into Mediterranean hospitality, boutique wine culture, and evolving experiential dining trends. The aim was to create a brand that felt emotionally rich, culturally grounded, and effortlessly elevated.

❋ Market & Cultural Research
❋ Immersive Rituals

The identity was designed around the ritual of gathering — wine, conversation, texture, and atmosphere. Every visual element supports a sensory experience that feels calm, nostalgic, and deeply human.

While the interior was developed independently, the branding established the emotional and aesthetic foundation for the space. The identity helped shape the atmosphere and guest perception of a contemporary wine destination with a nostalgic Mediterranean soul.

❋ Collaborative Integration

The visual system was developed to create continuity across every guest touchpoint, from menus and packaging to the overall spatial mood. The intention was to make the experience feel immersive, tactile, and memorable.

❋ Guest Journey Mapping

The brand language combines modern Mediterranean minimalism with subtle vintage influences inspired by Southern European wine culture. A restrained typographic approach paired with handcrafted grape illustrations created a balance between refinement, craftsmanship, and authenticity.

❋ Brand Narrative & Tone
A bar counter with wine bottles and glasses hanging upside down from above. There is a vase with greenery, cups, a lamp, and glassware on the counter. The background features shelves with wine bottles and green tile backsplash.
Green textured notebook with white grapevine logo and the text 'UVAS 2025', opened on a wooden table with several round coasters, some featuring the same grapevine logo and others with black and white photographs of people at a social gathering.

“Some evenings are meant for
fine wine, sharp suits, and unforgettable conversations.”

A split black-and-white photo with the words "USVA" and "2025" overlaid. On the left side, an elderly man with white hair and a white shirt is drinking red wine. On the right side, a bar scene with women sitting at the bar, surrounded by bottles and bar equipment, with a bartender in the background.
Interior of a cozy wine bar with a long wooden table set for dining, surrounded by wicker and wooden chairs, a wall-mounted wine bottle display, a bar area with hanging wine glasses, and shelves with decorative bottles and plants, illuminated by warm lighting.