The current thesis explores the role of typography and branding identity within the wine industry. Through a mixed-method approach including the analysis of literature review and case studies, consumer survey and an interview, the research demonstrates that branding identity and typography within it is a strategic tool that could build the trust, loyalty, and emotional connection among the consumers. The study concludes with a practical set of recommendations for young wine brands based on the research findings, and offers two original design projects that follow the exploration within the wine industry: the bottle sticker designs for the client and a self-initiated label redesign concept.