Graft

naming & visual id, web design & development, environmental design, campaigns, creative assets

A brand built on connection

Rooted in the heart of Madison, Graft specializes in serving locally sourced small plates intended to share and pair with wines from around the world. The space and menu foster a truly memorable dining experience while cultivating a closer connection with farmers, growers, producers, restaurant staff and dining companions.

Building on the notion of horticultural grafting–a technique used in vineyards to fuse the ends of two different plants together–we developed a visual identity for Graft that expressed the elegance and sophistication of wine, while illustrating the physical process of joining two stems.

The concept was carried through into a variety of materials including business cards, signage, menus, seasonal posters and website photography. We also explored wider metaphors beyond horticulture–the union of the farmer with the land, the rustic with the refined and the bonds of friendship and intimacy that flourish and ripen on uncorked evenings.

Graft is a hidden gem. We took the time to really understand the core of the brand, and brought that to life.

Michael Sambar

Senior Designer

The space and menu foster a truly memorable dining experience while cultivating a closer connection with farmers, growers and producers, restaurant staff, and dining companions.

Contradictions and disparities emerge to complete each other. Opposites arise, attract and then blur. Dualities dull, and the perfect graft is formed.

Michael Sambar

Senior Designer