Grapes: two directions

Which one feels like Grapes?

Point at the scenes, not the rules. Both directions show the same scenes in the same order, so you compare like for like.

The brief both directions answer

  1. We speak first to someone who knows nothing about wine and wants to get tonight right. People who know a little come second.
  2. When the bottle is chosen, the feeling we want is relief.
  3. It should feel like a friend who knows wine picked it for you: one bottle, one reason, and Grapes takes responsibility for the choice.
  4. Think of the wine shop on your corner at 7pm: the person behind the counter asks two questions and hands you a bottle.
  5. We never look like a luxury wine estate, a loud delivery app or a chatbot. That rules out gold, cellars, cartoon or winking grapes, star ratings and countdowns.

From the brand interview of 14 and 15 October 2026.

Route 1

Evolved

Today's Grapes, worn in the street.

In the world

Seven places people will meet Grapes in Lisbon. Drawn flat on purpose: judge the brand, not the rendering. A dashed box says which photo goes there.

19:04

Jantar para dois · borrego

Encontrámos.

Um tinto do Dão da Garrafeira Alves, a 300 metros, que aguenta bem o borrego.

Foto da garrafa

Tinto do Dão 2021

Garrafeira Alves · 300 m

Em stock

14,50 €

Mais leveMais baratoOutra loja

Levantar na lojaEntrega hoje

Reservar

Mostrar outras duas

InícioLojasPerfil

Phone set to Portuguese

19:04

Dinner for two · lamb

Found it.

A Dão red from Garrafeira Alves, 300 metres away, that holds up to the lamb.

Bottle photo

Dão red 2021

Garrafeira Alves · 300 m

In stock

€14.50

LighterCheaperAnother shop

Pick up at the shopDeliver tonight

Reserve

Show me two others

HomeShopsYou

Phone set to English

The app at 7pm: one bottle, one reason, the shop and "in stock". The app follows the phone's language.

Garrafeira do Largo

Estamos no Grapes

Reserve no telemóvel e levante aqui, ao balcão.

grapeswine.app

Seg a sáb
10h às 20h

The partner's shop window: the sticker that tells the street this shop is on Grapes.

grapes

O sommelier diz

«Não é das que se encontram no supermercado.»

Um tinto de Colares. Taninos firmes e fruta escura, por isso aguenta bem a carne vermelha. 38 € numa garrafeira a 1,1 km.

Grapesgrapeswine.app

Loja parceira · Príncipe Real

Foto da montra, tirada por nós no onboarding

Uma garrafeira a 300 m

Trinta anos a escolher garrafas para o bairro. Agora também para si, às 19h, pelo telemóvel.

Grapes

Autocolante de ligação: grapeswine.app

Instagram: a post where the sommelier speaks, and a story that introduces a partner shop.
Grapes

Entrega de hoje · Bairro Alto

Para o borrego de hoje.

Um tinto do Dão da Garrafeira Alves. Escolhido para si, entregue por nós.

grapeswine.app

The bottle bag and the delivery tag the founders hand over at the door.
Grapes

Massimo

Cofundador · parcerias com garrafeiras e restaurantes

massimo@grapeswine.app
grapeswine.app

Business card, front and back: what Massimo leaves on a shop counter.

JJantar de sábado

Quem trata do vinho?19:02

Grapes

A garrafa certa, de uma garrafeira perto de si.

Grapes

Diga a ocasião. Escolhemos uma garrafa em stock numa garrafeira perto de si.

grapeswine.app

Eu trato. grapeswine.app19:06

The link shared in a WhatsApp chat: the preview image is the landing's layout, redrawn in this route.

19:04

  • Mapas
  • Fotos
  • Câmara
  • Relógio
  • Notas
  • Grapes
  • Tempo
  • Música
  • Agenda
  • Pessoas
  • Arquivo
  • Ajustes
  • Tarefas
  • Livros
  • Podcasts
  • Carteira
  • Contas
  • Mail
  • Casa
  • Saúde

The app icon on a home screen, among the apps a phone already has.

Skip the rules: side by side

The system

The rules behind the scenes, for whoever builds the next one.

Colour

Two grounds: burgundy when the sommelier speaks, cream when you look at the shelf. No gold, and red never means hurry.

  • Burgundy, the voice#82182eThe sommelier's card, buttons, the mark on cream. White on it: 9.9:1.
  • Cream, the shelf#f0ece7Lists, shops, every ground you browse. Ink on it: 15.4:1.
  • White, the card#ffffffBottle cards and shop cards on the cream.
  • Ink#1d1316Every word on the shelf.
  • Ink, muted#6b5a60Distances, hours, captions. On cream: 5.4:1.

How much of each, by area, across a week of screens and posts: cream carries the most, burgundy speaks, white holds the cards, ink is the words.

#82182e, this route

Today's token

The same pick at both burgundies. Every scene on this page uses #82182e, the landing's burgundy; today's token in tokens.json is the darker one on the right. Choosing this route also chooses one of the two.

Type

Instrument Serif for the one big line: the question, the answer, the wine's name. Inter for everything the app says. Two faces, seven sizes.

Display large · Instrument Serif · 56 px

Encontrámos.

Display · Instrument Serif · 34 px

Tinto do Dão 2021

Title · Inter semibold · 20 px

Garrafeira Alves

Body · Inter · 16 px

Um tinto do Dão que aguenta bem o borrego.

Price · Inter semibold, tabular figures · 20 px

14,50 €

Label · Inter medium · 13 px

Em stock

Caption · Inter · 12 px

A 300 metros, aberto até às 20h

The device: the voice card

One shape carries the brand everywhere the sommelier speaks. It is already on the brand sheet; this route adds nothing to it.

Hoje à noite

Jantar para dois, bacalhau no forno.

Um branco do Dão que aguenta bem o azeite e o alho. A 300 metros de si.

grapeswine.app

  1. One big line in Instrument Serif: the occasion, or the answer.
  2. One reason in Inter, in the same breath, in words a non-expert uses.
  3. The mark, in white.
  4. grapeswine.app, so a stranger can find us.

Where it goes: the pick screen, the shop sticker, posts, the delivery tag.

Photography

Bottles and shop fronts, nothing else. People, food and occasions are not photographed yet: occasions are colour and type.

Foto da garrafa: uma garrafa de frente, num fundo creme, sempre o mesmo recorte
The bottle: one bottle, front on, one ground and one crop, whatever the photo's source.
Foto da montra, tirada por nós no onboarding
The shop front: taken by us when the shop joins, with its name over the door in frame. It is the proof the bottle is near.

Don'ts

Five mistakes this route makes easy.

  • Don't set a paragraph in the serif. It is for the big line only.

  • Don't use the word without the mark.

  • Don't let anything inside the clear space.

  • Don't show a list to choose from. One bottle, one reason.

  • Don't give the sommelier a chat box. It asks; you tap.

Route 2

Etiqueta

The note a good shop ties to the bottle.

In the world

The same seven places, the same pick, the same shops. Only the brand changes.

19:04

Jantar para dois · borrego

Encontrámos.

Um tinto do Dão da Garrafeira Alves, a 300 metros, que aguenta bem o borrego.

Foto da garrafa

Tinto do Dão 2021

Garrafeira Alves · 300 m

Em stock

14,50 €

Mais leveMais baratoOutra loja

Levantar na lojaEntrega hoje

Reservar

Mostrar outras duas

InícioLojasPerfil

Phone set to Portuguese

19:04

Dinner for two · lamb

Found it.

A Dão red from Garrafeira Alves, 300 metres away, that holds up to the lamb.

Bottle photo

Dão red 2021

Garrafeira Alves · 300 m

In stock

€14.50

LighterCheaperAnother shop

Pick up at the shopDeliver tonight

Reserve

Show me two others

HomeShopsYou

Phone set to English

The app at 7pm: the pick arrives as a tag, with the shop and "in stock" below it. The app follows the phone's language.

Garrafeira do Largo

Estamos no Grapes

Reserve no telemóvel e levante aqui, ao balcão.

grapeswine.appgrapes

Seg a sáb
10h às 20h

The partner's shop window: a sticker die-cut as a tag, its hole cut through to the glass.

grapes

O sommelier diz

«Não é das que se encontram no supermercado.»

Um tinto de Colares. Taninos firmes e fruta escura, por isso aguenta bem a carne vermelha.

38 € · a 1,1 kmgrapes

Loja parceira · Príncipe Real

Foto da montra, tirada por nós no onboarding

Uma garrafeira a 300 m

Trinta anos a escolher garrafas para o bairro. Agora também para si, às 19h, pelo telemóvel.

grapes

Autocolante de ligação: grapeswine.app

Instagram: a post where the sommelier speaks on a tag, and a story that introduces a partner shop.
grapes

Entrega de hoje · Bairro Alto

Para o borrego de hoje.

Um tinto do Dão da Garrafeira Alves. Escolhido para si, entregue por nós.

grapeswine.app

The bottle bag, and the delivery tag tied to its handle when the founders hand it over at the door.
grapes

Massimo

Cofundador · parcerias com garrafeiras e restaurantes

massimo@grapeswine.app
grapeswine.app

Business card, front and back: the front is cut as a tag, with its hole punched.

JJantar de sábado

Quem trata do vinho?19:02

grapes

A garrafa certa, de uma garrafeira perto de si.

Grapes

Diga a ocasião. Escolhemos uma garrafa em stock numa garrafeira perto de si.

grapeswine.app

Eu trato. grapeswine.app19:06

The link shared in a WhatsApp chat: the preview image is the landing's layout, redrawn in this route.

19:04

  • Mapas
  • Fotos
  • Câmara
  • Relógio
  • Notas
  • Grapes
  • Tempo
  • Música
  • Agenda
  • Pessoas
  • Arquivo
  • Ajustes
  • Tarefas
  • Livros
  • Podcasts
  • Carteira
  • Contas
  • Mail
  • Casa
  • Saúde

The app icon on a home screen: wine, because it is something you press.

Skip the rules: side by side

The system

The rules behind the scenes, for whoever builds the next one.

Colour

One paper world. The tag card is the only raised surface, wine is what you press, and vermilion is the clerk's pen: it underlines a reason and nothing else.

  • Paper, the ground#f3eee4Every screen, post and print. Ink on it: 15.0:1.
  • Tag card#e9dfccThe tag, and nothing else that is raised. Ink on it: 13.1:1.
  • Ink#1a1a1aEvery word.
  • Wine#5a1a2bThe button, links, the mark and the word. On paper: 11.2:1. Paper on it: 11.2:1.
  • Vermilion, the marker#b5381aOne underline under the reason. Never a price, a time, a count or a button. Used as a graphic line, where 3:1 applies: 5.1:1 on paper, 4.4:1 on the tag.
  • Ink, muted#625a4fAdded for small print: hours, kickers, captions. On paper 5.8:1, on the tag 5.1:1.

How much of each, by area, across a week of screens and posts: paper carries almost everything, ink is the words, the tag card is one object per surface, wine is the button and the mark, vermilion is a pen stroke.

The five colours are the market scan's, unchanged: none needed adjusting, each passes WCAG AA where it is used. Added beside them: ink, muted for small print, and #d3c7b2 for hairlines, never text.

Type

Newsreader for what the clerk says, in italic. Hanken Grotesk for everything the app says. DM Mono for the facts on the tag: the shop, the distance, the price, "em stock". Three faces, each with one job.

Display large · Newsreader italic · 56 px

Encontrámos.

Display · Newsreader · 34 px

Tinto do Dão 2021

Title · Hanken Grotesk semibold · 20 px

Garrafeira Alves

Body · Hanken Grotesk · 16 px

Um tinto do Dão que aguenta bem o borrego.

Price · DM Mono medium · 20 px

14,50 €

Fact · DM Mono · 13 px

Em stock · 300 m

Caption · Hanken Grotesk · 12 px

A 300 metros, aberto até às 20h

The device: the tag

The note a good shop clerk ties to a bottle. The product is one bottle and one reason; the tag is that unit, so it carries the brand wherever the pick is shown.

Hoje à noite

Jantar para dois, bacalhau no forno.

Um branco do Dão que aguenta bem o azeite e o alho.

Garrafeira Alves · 300 m · em stock

  1. The hole and the string: it is tied to a bottle, so it is about this bottle.
  2. One big line in Newsreader italic: the occasion, or the answer.
  3. One reason in Hanken Grotesk, with one vermilion underline under the why.
  4. The facts in DM Mono: the shop, the distance, "em stock".
  5. One tag per surface, leaning by 3° at most. No doodles, no handwriting font.

Where it goes: the pick screen, the shop sticker, posts, the delivery tag, the business card.

Photography

Bottles and shop fronts, nothing else, in daylight. The tag is drawn on top of the photo, never photographed.

Foto da garrafa: uma garrafa de frente, num fundo de papel, sempre o mesmo recorte
The bottle: one bottle, front on, on paper, one crop, whatever the photo's source.
Foto da montra, tirada por nós no onboarding
The shop front: taken by us when the shop joins, with its name over the door in frame. It is the proof the bottle is near.

Don'ts

Five mistakes this route makes easy. Most of them make it twee or make the pen read as hurry.

  • Don't underline a price, a time or a count. The pen marks the reason only.

  • Don't hang two tags on one surface.

  • Don't tilt the tag more than 3°. It hangs; it does not fall.

  • Don't set the reason in the mono. Mono is for facts.

  • Don't paint a page or a scene in wine. Wine is what you press; the world is paper.

Side by side

The same three places in both directions: the app at 7pm, a shop window, an Instagram post.

The app at 7pm

1 Evolved

19:04

Jantar para dois · borrego

Encontrámos.

Um tinto do Dão da Garrafeira Alves, a 300 metros, que aguenta bem o borrego.

Foto da garrafa

Tinto do Dão 2021

Garrafeira Alves · 300 m

Em stock

14,50 €

Mais leveMais baratoOutra loja

Levantar na lojaEntrega hoje

Reservar

Mostrar outras duas

InícioLojasPerfil

2 Etiqueta

19:04

Jantar para dois · borrego

Encontrámos.

Um tinto do Dão da Garrafeira Alves, a 300 metros, que aguenta bem o borrego.

Foto da garrafa

Tinto do Dão 2021

Garrafeira Alves · 300 m

Em stock

14,50 €

Mais leveMais baratoOutra loja

Levantar na lojaEntrega hoje

Reservar

Mostrar outras duas

InícioLojasPerfil

The shop window

1 Evolved

Garrafeira do Largo

Estamos no Grapes

Reserve no telemóvel e levante aqui, ao balcão.

grapeswine.app

Seg a sáb
10h às 20h

2 Etiqueta

Garrafeira do Largo

Estamos no Grapes

Reserve no telemóvel e levante aqui, ao balcão.

grapeswine.appgrapes

Seg a sáb
10h às 20h

An Instagram post

1 Evolved

grapes

O sommelier diz

«Não é das que se encontram no supermercado.»

Um tinto de Colares. Taninos firmes e fruta escura, por isso aguenta bem a carne vermelha. 38 € numa garrafeira a 1,1 km.

Grapesgrapeswine.app

2 Etiqueta

grapes

O sommelier diz

«Não é das que se encontram no supermercado.»

Um tinto de Colares. Taninos firmes e fruta escura, por isso aguenta bem a carne vermelha.

38 € · a 1,1 kmgrapes

Which one feels like Grapes? Say 1 or 2, and what made you pick it.