Developing a brand identity system for the Downtown Mall`s 50th Anniversary was an honor, work made richer by being local to it as a studio. The goal was to celebrate Charlottesville`s history while looking toward its future, inviting locals, visitors, and students downtown to engage with the vibrancy of the businesses and community that have shaped it. Using the nickname `Cville` adds an intimacy and warmth, familiar to those who call it home, and inviting to those just arriving.

The custom wordmark draws from both vintage and modern influences, resulting in a script that feels friendly, familiar, and inclusive. The illustration brings the mall to life, depicting its iconic landmarks in the order a visitor might discover them — a quiet invitation to wander its path. The color system pulls from the red bricks of the mall to the Blue Ridge Mountains and our lush surroundings.

Come downtown to celebrate 50 years with us in #cville. ...

The refresh for Duey Juice goes beyond the label—it’s built into the bottle itself. A custom screenprinted gradient at the base creates a seamless fade into the liquid, blending packaging and product into one continuous color story. It’s a subtle detail that adds depth, vibrancy, and a more premium, ownable look on shelf.

We paired that with a bold cap refresh—moving from a standard black closure to color-matched caps that bring energy, flavor distinction, and stronger shelf blocking across the lineup.

Finished with a refined typographic system and clearer hierarchy, the new package feels cohesive, elevated, and unmistakably Duey.

Same juice. Elevated experience. ...

A brand built on flavor, community, and island escape—refreshed to match.

For Duey Juice, Watermark crafted a visual identity that feels as bold and smooth as the cocktail itself. Hand-drawn elements, sun-soaked color palettes, and expressive typography come together to capture that “tiki in a glass” energy—playful, premium, and rooted in story.

From Hyde Park beginnings to Virgin Islands spirit, every detail was designed to feel vibrant, welcoming, and unmistakably Duey.

You got the Juice Now. ...

Developed in collaboration with master cigar blenders, Penelope`s Cigar Sessions Series was designed to complement medium-bodied cigars with depth, complexity, and harmony — one pour at a time.

Small batch and limited release, Chapter 1 reflects this unique blend through a label evoking the beauty of finely crafted cigar bands — brought to life with deep, rich colors and custom illustration.

Small windows flanking the embossed logo feature hand-drawn tobacco leaves and the corn from which this liquid was born, with layered foils adding depth and texture throughout. The package is finished with a matching tax tape as a decorative closure, marking this as the first chapter in the series. ...

Feel good about drinking Glas.

For Glas Water, Watermark created a brand that feels as calm and clear as the water itself. Glas offers a more sustainable way to drink packaged water, using a carton-based container made from 100% sustainably sourced renewable paperboard with a plant-based cap—providing a lower-carbon alternative to glass and plastic.

The identity centers on a refined custom serif wordmark with a subtle droplet detail nestled within the mark, reflecting both the product and its premium quality. Minimal line icons highlight the water’s natural qualities—from electrolytes to refreshing clarity—completing a brand that feels elevated, pure, and thoughtful. ...

Color. Culture. Connection.
Watermark’s rebrand for Otto, an authentic Turkish and Mediterranean restaurant & catering co., captures the vibrancy and passion Ali and Haldun pour into every detail — from the electric, joy-filled space to the bright, fresh ingredients that define their menu.

The pomegranate, a symbol of abundance, sits at the heart of the brand, just as it does in so many of their dishes. Within it, the eye: a symbol of protection, watches over a place built to gather people, celebrate heritage, and share in something meaningful.

Congratulations to Ali and Haldun on their new #rva location!
#richmondva #rvafood #eatrva #vafoodie ...