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Presentation · Concept · 2026

Tichá

A wholesale deck for a quiet wine

Role
Brand story, copy, art direction and deck design
Slide: “Slow to make. Quiet to pour. Hard to forget.” in cream type on crimson, beside a figure in a wide-brimmed hat.
The promise

01 · Brief

A deck that helps a small cellar sell

Tichá is a fictional family cellar making natural still wines in Pavlov, South Moravia. Cellars like this usually sell through one person: the winemaker, a tasting, a conversation. I designed the deck they would send when the winemaker can't be in the room, so the story and the order terms travel together.

  1. What I made

    A ten-slide wholesale pitch: structure, copy, art direction and slide design, plus first wordmark directions.

  2. For whom

    Buyers at wine bars, chef-led restaurants, concept stores and boutique hotels. They decide fast, and their staff need two sentences they can say at the table.

  3. The question I set myself

    Can a sales deck feel like the wine, quiet and slow, and still make the first order feel easy?

02 · Structure

Ten slides, one conversation

The deck follows the questions a buyer asks, in the order they ask them: who are you, why would my guests care, what can I pour, and how do I start?

Slide 1, the cover: TICHÁ in large letters beside a glass being poured.
01 · Cover
Slide 2, the name: “In Czech, still wine is tiché víno.”
02 · The name
Slide 3, the opportunity: “Guests want the story in the glass.”
03 · The opportunity
Slide 4, the cellar: the word LOESS behind the tree line of a vineyard.
04 · The cellar
Slide 5, the promise: “Slow to make. Quiet to pour. Hard to forget.”
05 · The promise
Slide 6, the collection: four quiet wines with names, notes and prices.
06 · The collection
Slide 7: “Made for curious tables”, four kinds of partner.
07 · Where it belongs
Slide 8: “More than a price list”, four partner benefits, one in red.
08 · What partners get
Slide 9: “Three steps to your first case.”
09 · How to start
Slide 10: “Come taste it in silence”, with one named contact.
10 · Closing

03 · Direction

Crimson, candlelight and a hush

Deep crimson anchors the wine story; warm cream evokes candlelight. Oversized type gives the deck presence, while serif accents and generous space keep it quiet.

  1. Photo-led

    Almost every slide carries a photo, inside a crimson frame that runs through the whole deck.

  2. Red duotone

    Black-and-white photos multiplied onto crimson, so stock from different photographers reads as one shoot.

  3. Type in the picture

    Headlines cross the photo edge, and once, sit behind the tree line of the vineyard.

Slide: “Four quiet wines”: Šepot, Mlha, Soumrak and Ticho, each with a photo, tasting note and price.
The collection

04 · Key decisions

Four decisions behind the pitch

  1. Lead with the guest, not the grape

    The pitch opens on the partner's problem: guests want a story, staff need words they can repeat. The wine arrives as the answer, three slides later.

  2. One red card answers the problem

    Of four partner benefits, only “Words for your menu” is red. It answers slide 03 directly, so the deck makes one point instead of four.

  3. Type that lives inside the picture

    “Loess” sits behind the tree line: I cut the trees out and layered them over the word. The soil becomes the place, not a caption.

  4. Make the first step small

    The deck ends on a €60 tasting box, credited against the first order, and one named contact. Asking for a tasting is easier than asking for a contract.

Slide: “Come taste it in silence”, candlelight in the background, the winemaker's name and contact.
The closing slide

05 · Name and mark

Three ways to say quiet

Tiché víno is Czech for still wine; literally, quiet wine. Each direction turns the accent on the á into the brand's one gesture. The three directions are ready to try on a label and a cork.

Wordmark direction A: TICHÁ in bold capitals with a long red slanted accent.
A · Hush
Wordmark direction B: tichá in lowercase serif, the accent a red drop.
B · Drop
Wordmark direction C: T I C H Á in spaced serif capitals, a small red square as the accent.
C · Pause

06 · Result

A quiet brand, a clear offer

Tichá brings brand story, product information and order terms into one ten-slide deck. I shaped the narrative, copy and visual system to give buyers a clear route from the first impression to the first order.

  1. One look throughout: colour, type and photos share the same quiet character.

  2. A story told for buyers: it connects the wine to their venue and their guests.

  3. An easy first step: the tasting box, order terms and one named contact close the deck.

Concept and course project. Tichá, the Horák family and all contacts are fictional. Photos from Unsplash used as placeholders: Kevin Kelly, Dorien Beernink, Caique Nascimento, Jez Timms, Quinten de Graaf, Ambitious Studio* | Rick Barrett, Corina Rainer, Anna Bratiychuk, Saman Taheri, Tim L. Productions, Lefteris Kallergis, Kym Ellis, Daria Rudyk, Kelsey Knight, Mathilde Langevin, Thomas Thompson, Thomas Franke, Markus Spiske, Denis Sousa, Max Tutak, Klara Kulikova, Kelsey Curtis, Jeff Siepman, Benjamin Brunner.

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