Diggin’ in the Cellars (D.I.T.C.) is a collective of six wine bars and an online wine retailer built on a deep affection for provenance, personality, and the quiet stories behind great bottles. From the cellars of Europe to the winding vinous roads of Australia, D.I.T.C. is all about the terroir, and the hands that make it matter. Most importantly, they wanted this knowledge to feel accessible to everyone.

After years underground (literally and figuratively), D.I.T.C. came to us ready to take shape. The shift was prompted by the pandemic, when wine bars closed and the need to move online became essential.

In a time where spirits felt subdued, the identity set out to bring warmth and a brief moment of joy. We developed a playful, expressive visual language that felt confident yet informal, unafraid to be a little irreverent. It captures a sense of expertise that doesn’t speak down, but instead draws people in.

Central to bringing the brand’s hospitality to life has been our long-standing collaboration with photographer Charlie Hawks. His distinct tone has forged much of the energy within D.I.T.C.'s world—not just capturing atmosphere, but helping define what modern hospitality art direction could look like.