Illusory Wine Bar + Vineyard is a fictional wine company. The concept of this brand came from observing a pattern of circles that was a reminder of braille, the notion of sight and other senses. Thus, the name Illusory was chosen because of its origin in the word illusion. The tag line then became, 'It's not always Illusory. Have a look. Take a sip.' The logo is an abstracted pair of eyes, one closed and the other open. The pupils of the open eye shows the letters IWBV in braille, the abbreviation for the brand. For the label, a continuous one wraps around the front to the back of the bottle, leaving a small opening on its left side. The accent colors chosen are bright and bold. These decisions tie back to the concept of highlighting and provoking the sense of seeing.