Benziger’s label leaned heavily on an illustration of the family’s ranch and an artificial deckled edge and parchment background texture for its personality. The overall effect was a generic-feeling faux-Bordeaux pastiche — and the yellow-and-red palette, bland type and overly slick finish were definitely more supermarket than sommelier. Benziger’s evolution into a brand synonymous with sustainability called, ironically, for something more than an evolutionary redesign.

The new Benziger label’s minimalist color palette (deep gray and burgundy on a fresh, creamy ivory), asymmetrical layout, organic texture, and high-end printing techniques (a sculptured emboss and subtle foil stamp) transform the brand, turning everything you think you know about Benziger on its ear — and letting even loyal, longstanding customers know that, as different as the bottle looks, they’re in for a real surprise when they taste the wine inside.
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