| design re: wine

About Friederike

Friederike Paetzold is a graphic designer and photographer based in downtown New York City and principal of Vinimenta.

Friederike originally studied to be a painter, earning a BA in art at Reed College in Portland, Oregon. Her love for art then brought her all over the world: art history studies in Munich and Berlin, an internship at the Peggy Guggenheim Collection in Venice, work in an Austrian gallery in Manhattan, teaching painting to schoolchildren in Harlem and landscape painting for a year in India, Sri Lanka and Nepal.

But with art increasingly finding expression in the digital format, Friederike laid down her brushes in 1996 and embraced digital media, winning a fellowship in Computer Arts from the New York Foundation for the Arts. Since then, she helped design's very first website, joined a Silicon Alley startup and served as the internet art director at

Current ongoing projects include web/print design and photography for Olé Wines in New York, Oriel Wines in NYC, FromVineyardsDirect in the UK and Gran Clos winery in Spain. Photography commissions outside of the wine world include Amanyara in Turks and Caicos, the Oman Ministry of Tourism and various luxury villas on the island of Anguilla.

Friederike has earned awards from the Art Director's Club, the 2000 and 2003 Stuttgart Filmwinter Festivals for Expanded Media and New York Times Digital Ad Innovations. Her work has also appeared in Wine Spectator, Imbibe, Luxury Travel & Golf, Caribbean Travel & Life, Dream Homes International, Anguilla Life, Cigar Aficionado, new media art festivals in Montreal and São Paolo and Art in America.