Gregor Bernd has dedicated his life to wine, from his formal education to his artistic expression, from the vine to the wine glass: for two decades, everything has evolved around the topic of “Vins de terroir”.
Gregor’s career began with an apprenticeship as a winemaker in the Rheingau at the winery Robert Weil and Schloss Vollrads, where he was able to learn the craft of winemaking. This period inspired and influenced him so much that he went on to study oenology and viticulture in Vienna. Professionally, he has always been enamoured with the global wine industry.
Driven by the philosophy of “Vins de terroir”, his great desire is to leave a personal mark in the wine industry and the next step in his life — his own wine parlour, which bears his name: GREGOR’S — Boutique Vinothek.
In his endless search for hidden treasures among the vines cultivated by passionate winegrowers with a dedication to terroir tradition, Gregor sets off on his journey month after month. He strives to present a true kaleidoscope of organic wines in his vinotheque that reflect the soul of their growing region and capture the character of the place in the bottle.
Winegrowers who have opted for the cultivation and maturation of natural wines nurture and protect the unique natural factors of their terroir to such an extent that they turn their wines into unmistakable taste experiences. In their cellars, bottles mature that taste like stories of their homeland, and Gregor is the storyteller who brings them to his guests with a passion and enjoyment.
The vision is to create a vinotheque that will become a truly special refuge for wine lovers. Here, Gregor acts as host and presents his guests with hand-picked treasures that go far beyond the offerings of a typical wine bar. This is not a simple place to consume wine, it’s a magical sanctuary, inviting visitors to immerse yourself in the world of wine.
In this unique ambience, guests can expect a carefully curated selection of wines from different grape varieties and regions. Here you will find drops from winegrowers who are committed to the philosophy of “Vins de terroir”.
These wines are not only there to be enjoyed, but also to be taken home as a piece of this wonderful journey.
Branding: strategy, hospitality concept, logo & corporate design, stationery, photography, print & digital.
Interior: spatial concept, material choice & reasoning, individually crafted furniture, lighting design, atmospheric curation.
At first glance, the consumer perceives a brand that bears the name of the founder, Gregor. However, as soon as you look deeper into the world of wine and sit down at the table, the essential values and elements of “Vins de terroir” are demonstrated in an intelligent and subtle way.
The emblem is crafted to embody a stylized “g”, placing emphasis on the rich terroir of the grape. In light of this, our decision was to embrace the grape’s most abstract form, the circle ● , as a cornerstone concept. These three shapes (whole circle, half circle, quarter circle) symbolize the quintessential components of terroir – the vineyard, climate, and the artisanal touch of the vintner – seamlessly weaving the essence of terroir with the visionary, Gregor. It stands as a visual testament to the interconnection between humanity, nature, and the art of winemaking, encapsulating the brand’s ethos and distinctiveness in a beautifully harmonious ensemble.
For the primary type, the “Agentur” typeface from Good Type Foundry in Oslo has been selected. It is a calligraphic, sans-serif font with contemporary characteristics.
Its grace exudes a certain lightness and organic elegance, subtly accentuating the notion of terroir and its influence on wine. There’s a hint of refinement without veering into overly formal or traditional realms. Overall, this calligraphic font presents a modern understanding of “Vins de terroir”, gracefully marrying tradition with modernity.
Its modern, minimalist design mirrors the understated elegance of GREGOR’S – Boutique Vinothek, avoiding excessive embellishment.
The written logotype “GREGOR’S” in uppercase, utilizing the “Agentur” typeface, is accompanied by the tagline „Boutique Vinothek“ in „Fragment Sans“ from Pangram Pangram as a secondary font.
„Fragment“ draws inspiration from vintage fonts and characters, creating a bridge between 19th-century letterforms and contemporary typography.
It is a robust sans-serif, characterized by distinct letter shapes, seamlessly complementing the primary font from Good Type Foundry with its high contrast, yet unobtrusive style.
As our visual anchor, a design principle is adopted to extend across all communication platforms, enhancing visual design impact. This encompasses geometric shapes based on circles, color fields, imagery, and graphic elements consistently utilized throughout the visual corporate communication. By harmonizing corporate colors, typefaces, and visual elements, the recognizability of the brand identity is amplified, even in the absence of the brand itself.
In partnership with an interior design office and Gregor, a unique wine concept was developed, which is reflected in a 260 square meter space with over 300 carefully selected wines and champagnes. The result: a walk-in representation of the brand identity. Which manifests itself in a captivating space that invites visitors to discover the world of wine, creates a wide variety of situations for visitors and triggers the right buying impulses at all times and even here you will find the shape of the circle, subtly reflected in the spatial concept.
Atmospherically, a world of handcrafted materials in conjunction with fine details is created, which embodies the essence of winemaking and transfers it to the space. So, a counter made of brightly burned bricks meets shimmering brass, rough black steel collides with furniture of plush upholstery, and the concrete floor borders on moss-green wall and ceiling surfaces.
Space for 300 people
over 100 seats
260 m² total area
184 m² dining room area
94 m² terrace
over 2,000 bottles visibly on the shelves
The black steel racks appear massive and provide a base for the fine-lit wine displays. Through skilful placement of seating and rack islands, as well as suspended ceiling panels made of stretch metal, the room unexpectedly becomes cosy and effortlessly creates a connection between shop and wine bar. The use of accents from dark oak adds warmth and comfort to the spatial concept.
7.4 m² brass
130 wine glasses ready to hand
480 chilled wine & water bottles
1,160 fired clay bricks
As part of the selection of designer furniture and the use of high-quality materials such as brass, raw black steel and green natural stone from the Altmühltal/Bavaria, 45 m² of mohair was used to make the seating furniture.
At GREGOR’S, the focus is on the product — impressively materialized by the custom-made lighting installation “GRAPES”, which envelops the room in a warm light, even from a distance.
Light design for a perfect atmosphere — 154 lighting units were installed in GREGOR’S. All lights can be controlled from anywhere via smartphone or tablet using a wireless mesh network.
At any time, visitors can experience on the one hand the vast selection of fine wines and on the other hand the familiar atmosphere and the hospitality of the team around Gregor Bernd. The room interprets wine culture and the terroir concept of the owner as a play of various factors and meticulously selected combinations and atmospheres, which in their addition create a stage for the product.
