The Challenge 

Domaine Curry is a small lot Napa Valley winery producing big bold wines by Ayesha Curry and sister-in-law Sydel Curry-Lee. They recently refreshed their brand and wine labels, and needed a full suite of merchandise for their customers to be able to shop on their website. The goal was to design a collection that would resonate with their audience while reflecting the same sense of refinement as found in their wine collection.

The Process 

Working closely with the Domaine Curry team, we thoughtfully matched the brand's elements into a curated collection of premium items: a crew neck sweatshirt with customer embroidery, a silk-lined hat designed to protect hair, a fun key chain, branded coasters, and a tote bag with wine holder insert that perfectly fit the Domaine Curry bottles. 

The process began with a deep dive into Domaine Curry's brand identity and customer base, ensuring every idea aligned with their vision of elegance and authenticity. From there, we explored product concepts that balanced practicality with a sense of luxury, carefully refining decoration methods, PMS color matches, and thread selections until every detail felt cohesive.

Thoughtful touches made the collection stand out. The coasters were custom designed to enhance the ritual of enjoying a glass of wine, carrying brand elements from the bottle label to an elevated tabletop detail. The hat was created with a silk lining dyed to Domaine Curry's signature maroon, blending beauty with thoughtful functionality.

The Results 

The collection quickly became a customer favorite, with the crewneck sweatshirt standing out as a beloved piece perfect for Domaine Curry fans. The Domaine Curry team loved the premium quality and thoughtful details, noting how well the merchandise embodied their narrative of legacy, strength, and sisterhood.