With any startup, building a brand involves a series of steps that are executed over time. The brand planning and timing are based on the company’s budget and priorities. Our first project for the new wine was to create the wine bottle labels. Developing the right visual identity requires understanding the essence of the brand—why it was developed, what makes it unique, the winemakers’ own personalities and join approach to winemaking. As we worked through visual design options, we landed on two primary ideas that had emerged:
1. Conversation: Creating a new wine with two experienced winemakers requires lots of conversation. How will the wine be enjoyed? How will people learn about the new wine? Why were they inspired to make this particular wine? The new wine label included a short dialogue on the making of the wine, which served to pique a buyer’s interest and tantalize them to taste it.
2. Authenticity: Not just another Napa Valley Cabernet, the new wine was “Pure Napa.” Nicki and Chris live in Napa, their team members are part of the Napa community, and of course the vineyards and grapes are in Napa. Nicki previously was head winemaker at Stags Leap Winery, working under a legendary winemaker.