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.

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

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

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