Choosing words wisely

Monica Mockus
Monica Mockus

Principal & Executive Creative Director

Who knew that stringing together a concise positioning statement for a company that’s had 7 years to find itself could be so difficult?

Everyone but me, apparently.

Seven years in and it’s time for a rebrand. Surprisingly, our new visual identity materialized fairly quickly and to much fanfare. What remain elusive, however, are the words.

We’ve got a shiny new coat of arms but no battle cry.

With a background in graphic design, I’m accustomed to criticism and revisions. I approach design like science, an exercise in creative problem-solving, as analytic as it is artistic. Decidedly not personal.

But words shape the world. Create possibility. Crush dreams. For me, crafting a message is a dangerous game. Ignatius may have eluded confrontation decrying his collapsing valve, but likely didn’t win any hearts.

So here I am wrestling with connotations, cliches, overuse, unintended references. My Big Chief is overflowing with strikethroughs and stet marks. I’ve spent hours contemplating a single word, debating it’s implications, philosophizing on origins. Agonizing over the possible and unending ways our message will be received by the world. Any half-decent creative knows when she’s gotten too close to the flame.

Time to go back to the process. The brilliance of design thinking is that you can build, deconstruct, and craft a completely new approach in mere minutes. Clear it all out and open a space for contribution. That’s where discovery and creative transform to invent and inspire. Getting the words out of my head means letting go of my ownership, of course. Like words, though, putting your passion out into to the world is the only way for it to become meaningful.

We haven’t quite found all of our words yet, but we trust the process and we’re resolutely on a path to voicing our vision.

Happy New Carménère!

the mock5 team
the mock5 team

The mock5 wine is here! We’ve partnered with Stone and Key Cellars to vint 3 luscious wines that we are super proud of. The most recent to get bottled is a glorious Carménère. Delightfully sweet and spicy, this addition to the mock5 collection of wines is perfect for chilly nights around the fire. 

The best part about creating your own family of wine is getting to create the labels. The designs for these bottles were inspired by the little things that we hold so dear during our socially-distant 2020. Gathering with friends, sharing a laugh and good bottle of wine. These wines embody the spirit of mock5, our love for each other, and our hope for a brighter year ahead.

We loved the labels so much, they inspired our new branding! The cheery colors and organic pattern is a symbol of going with the flow and staying positive during these tough times. It’s a little reminder to take a moment to enjoy the little things in life. We can’t wait to see you all again, but until then if you want to sample our wine, reach out. Cheers!