Client Sideways

Sideways started off as an app that acts as a tour guide and comprehensive wine farm directory for the Western Cape province of South Africa, with plans to extend its reach.

After an initial launch, we revamped Sideways into an online booking site for curated wine tours, rather utilising the app as a companion to the experience. This turned out to be a lot more profitable and garnered more attention; we effectively distanced Sideways from other popular wine directories like Vivino — even though we were a lot more comprehensive on a local scale 😉 — and became the port of call for South African viticultural experiences.


With Sideways (the name pays respect to the proper way of storing corked wine, alternative ways of exploring the winelands and references the wine culture represented in the popular wine tour film, Sideways) you’ll never struggle to find information for wine farms or any activities around them. Don’t know what to look for? Our featured lists curated by celebrities and professionals – both local and international – will provide the right inspiration for your tours. It’s the wine aficionado buddy that lives in your pocket!


App Overview

I made the branding for Sideways, and was involved in it from start to finish, having crafted the identity guidelines, the UX and UI for the app, marketing and social collateral for digital and print media (including photography), business cards, iconography and elements for the new website.

Sideways Basic ID
Marketing Covers

Below are the icons I designed for the app. They’ve since been expanded on and adapted for use in the online booking site. I really like them.


I really enjoyed translating the Sideways brand for print ads. Circular as a typeface lends itself really well to simple, confident statements.


This is probably not the last to come of this project. Stay tuned for future updates to the site and the company itself.