Background
HaCongress is a neighborhood wine shop and bar offering an inviting, approachable wine experience. The venue showcases wines from the Moriah Winery alongside a curated selection of boutique wines from Israel and around the world, as well as cocktails and light bites. It creates a warm, intimate atmosphere for young locals in the vibrant Florentin district.
Challenge
Our task was to craft a new brand that feels as if it has always belonged—family-oriented, relaxed, and accessible—while standing out in Florentin’s lively urban scene. The goal was to translate values of warmth, community, and value for money into a strong and welcoming visual identity.
Solution
We developed a complete brand language beginning with a simple, memorable logo and extending to every detail of the space. A warm color palette centers on a deep, earthy green—a rich tone that connects to nature and soil, bringing stability, calm, and a distinctive elegance that highlights the wooden textures and cozy vibe.
The interior was fully branded to tell a multi-sensory story: a handcrafted wooden map showcasing Scotland’s whisky regions, original graphic elements, and custom artwork. We also designed menus, takeaway bags, branded staff apparel, and interior and exterior signage—all unified under the same inviting design language.
The result is a brand that breathes Florentin’s spirit, offering a warm, homelike feel with modern elegance—a complete wine experience from the first glance to the last sip.
