Domenico Winery
San Carlos & Amador, CA
SERVICES
Brand DNA
Verbal Identity
Visual Identity Refinement
Website Design
THE BRIEF
What began as a labor of love for the Chirichillo family has evolved into something much bigger: a winery, Osteria, tasting room, private events business, and winemaking club in San Carlos, CA, as well as a new Estate House in Amador California’s wine country. As the brand expanded, Domenico needed a clearer narrative architecture—one that could unify its growing portfolio while bringing distinction to each experience. Carbonate partnered with the team to develop the new “House of Domenico” hospitality group, and define its next era through a foundational Brand DNA, refreshed storytelling, refined visual identity, and a new custom website designed to better communicate the full scope of the brand.
BRAND DNA & VERBAL ID
Working closely with the Domenico team, we developed a Brand DNA inspired by the family’s entrepreneurial spirit, Italian heritage, and deep commitment to hospitality. From the concept of HospItalian—hospitality, the Italian way—to pillars like “All In, All Heart” and “Be Bold, Dare Greatly,” the verbal identity was designed to capture the warmth, ambition, and larger-than-life personality behind the brand. The result is a messaging framework that brings greater clarity, consistency, and emotional connection across every Domenico experience.
VISUAL IDENTITY REFINEMENT
To support Domenico’s next chapter, Carbonate conducted a comprehensive audit of their existing visual assets, identifying opportunities to create greater distinction across the brand’s growing portfolio of experiences. We refined the visual identity system to establish a clearer brand hierarchy, defining which elements belonged to the House of Domenico master brand, and which should be unique to individual experiences. The result is a cohesive and ownable visual language—one that honors the brand’s heritage and creates a stronger foundation for future growth.
WEBSITE DESIGN
With the strategic foundation in place, Carbonate designed a new website that transformed the way guests discover and engage with the brand. The new site was structured to serve as both a storytelling platform and a business tool, introducing visitors to the broader House of Domenico, while creating clear pathways to explore the winery, Osteria, private events, winemaking club, and Amador estate. Inspired by the juxtaposition of Domenico’s urban winery in San Carlos and its sophisticated wine country property in Amador, the design balances vintage Italian character with a modern, editorial feel. Thoughtful navigation, streamlined user journeys, and conversion-focused content help ensure the experience is as intuitive as it is visually compelling.
THE OUTCOME
What started as a beloved local winery now has the foundation to evolve as a hospitality brand with multiple destinations, experiences, and offerings. Today, House of Domenico is positioned with a clearer brand architecture and DNA, a stronger visual and verbal identity, and a digital platform built to support its continued growth. By aligning strategy, storytelling, and design, Carbonate helped create a more cohesive brand experience—and a more effective business tool—making it easier for guests to discover, engage with, and book across the brand’s many offerings. The result is a stronger foundation for future growth that honors Domenico’s roots while setting the stage for its next chapter.
