IDENTITY: Benziger

A dramatic redesign of Benziger Family Winery's logo, to express the higher caliber of their sustainably produced, organic and Biodynamic wines.

Benziger Family Winery
Identity and logo design
Two logos. Three problems. One solution.

After investing decades of equity in a Benziger logotype with a dramatically swashed ‘ziggy’ Z, Benziger had begun using two separate logos: one for retail packaging, one for company materials and estate wines. We pointed out three major deficits of this approach: 1) Having two logos made it very difficult to establish a consistent brand identity. 2) A ‘corporate’ logo sent the wrong message for a family winery like Benziger. And 3) neither logo was upscale enough to reflect Benziger’s new portfolio of small-yield, sustainably produced premium wines.

The solution, after an exhaustive typographic exploration, was a highly customized yet restrained logotype that subtly highlights the Z — the only letter that’s not in the word ‘Beringer,’ with whom Benziger is often confused. The logo’s elegant, slightly letterspaced capitals set on an irregular baseline are like Benziger’s wines — sophisticated, but with a sense of play.

The transformation is completed by juxtaposing the logotype with the Benziger Spiral — a brandmark comprising the symbols for the classical elements of Earth, Air, Water and Fire, and a spiral that represents the fifth element of Spirit.
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