Wine culture can often feel intimidating. Technical language, rigid service rituals, and overly serious dining rooms often create distance between product and guest.

We positioned Le Bon Funk as the antithesis to the stuffy wine bars: “A Wine Adventure, With Good Funk”.

The name itself is an allusion to the “good funk” from living wines. It signals character over perfection, personality over polish. The concept balances credibility with levity: a tightly curated selection of exciting yet accessible wines, paired with produce-led plates in a lively, unpretentious setting.

Our role was to distill that attitude into a cohesive brand system.

The visual identity rejects formality without losing sophistication. Fluid continuous line style, single-line illustrations form the secondary logo mark and backbone of the graphic language, inspired by the philosophy behind natural wine—“Oddities, not Additives.” Just as natural wines embrace character and imperfection, the illustrations celebrate spontaneity and freedom of expression.

Spatial artwork was created in collaboration with artist John Fan. His distinctive style of quirky illustrations captures the brand’s playful and unexpected spirit while complementing the sophistication of the core identity. 

Le Bon Funk demonstrates how reframing tone—not product—can unlock accessibility in a traditional category. By stripping away intimidation while preserving quality, we created a wine bar that feels serious about craft, but never takes itself seriously.