A redesigned label helps a well-known 'value' wine brand move up from the supermarket shelf to the sommelier's table.

Benziger Family Winery
Label and Package Design
Benziger’s Sonoma County wine label relied heavily on an illustration of the Benziger ranch and an artificial deckled-parchment background texture to differentiate it visually from other brands — the overall effect was faux-Bordeaux, insert-name-of-winery-here. And the yellow-and-red palette, bland type and commercial-feeling printing were definitely more supermarket than sommelier; Benziger’s evolution as a winery 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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