Vinrella
Vinrella creates stylish, functional rain accessories, known for their signature bottle umbrellas with sleek, spill-proof cases. Their collection also includes versatile tote bags, lunch bags, and other water-resistant bags that coordinate with their umbrellas. I have worked as the creative director and brand designer since the company's launch in 2012.
- Contribution
- Brand design, art direction, visual design, surface pattern design, logo design, Shopify website
- Role
- Creative director
- Year
- 2012-Present
Building the brand
Vinrella's brand design is rooted in bold creativity, joy, and everyday functionality—keeping users dry and stylish in the rain. Bright, vibrant colors act as a beacon of positivity, turning rainy days into moments of excitement and energy. The visual style combines striking color backdrops with dynamic lifestyle imagery, highlighting passionate, adventurous individuals who embrace both form and function.
The brand mood board serves as a guiding tool for art direction across various platforms, including surface pattern designs, social media posts, website design, photoshoots, and all other visual materials.
Art direction
Vinrella's photographic art direction brings its bold, energetic palette to life, creating a cohesive and recognizable visual identity across social media, web, and marketing platforms. Vibrant backdrops and dynamic compositions capture the brand's playful yet functional spirit, ensuring each image feels fresh, engaging, and unmistakably Vinrella.
Pattern design Umbrella in a bottle
The Vinrella umbrella in a bottle is a unique and functional product, cleverly housed in a bottle-shaped container. The surface patterns designed for the line include vibrant florals, solids, and wine label-inspired designs that complement the product's distinctive shape. This product is available for purchase on Vinrella's Shopify website and through select retailers across the United States. Gift boutiques, particularly on the East Coast, and wine shops are some of Vinrella's loyal repeat customers.
Pattern design Bag collection
In 2022, Vinrella released a bag collection featuring some of their most popular patterns printed on lunch totes and shopping totes. Each pattern has a matching bottle umbrella, allowing customers to purchase them as a set—perfect for gifting.
In 2024, Vinrella launched another round of bag designs, which I had the pleasure of art directing. I worked closely with graphic designer Abbey Furlow, who created the surface pattern designs, to bring this new collection to life.
Branding
At the launch of the company in 2012, Vinrella's name and logo were established to reflect the brand's unique identity. The name combines the Italian word “vino” for wine and “umbrella,” referencing the wine bottle shape of their signature product, the bottle umbrella. Much like the plume of a peacock, the Vinrella umbrella spreads out to offer protection, all while showcasing a beautifully designed form.
Conclusion
Vinrella continues to sell its bottle umbrellas, bags, and other accessories to retailers across the United States. The company has rep groups throughout the country, with the most business concentrated in the Southeast. Vinrella has also garnered media attention, appearing on popular TV shows such as Good Morning America, The Today Show, QVC, and The Wendy Williams Show.