Napa, CA: CF Napa Brand Design was commissioned by Fetzer Vineyards to redesign the iconic Fetzer wine brand. The new icon, label and shipper, unveiled by Fetzer last month, were redesigned to better reflect Fetzer's core brand message of environmental sustainability, broaden its appeal to millennial consumers and to allow consumers to more easily identify varietals on store shelves.
"We are one of the largest growers of certified organically grown grapes in the world and sustainability is the cornerstone of our business," said Rodrigo Maturana, global marketing director of Fetzer Vineyards. "Thanks to CF Napa's fantastic work we have defined our story and our branding is now a true reflection of that story."
To highlight Fetzer's 30 years of heritage, CF Napa's redesign incorporates revitalized equity elements including the iconic image of Fetzer's Valley Oaks and vineyard. The new packaging incorporates a more contemporary design with fresh, colorful flavor cues, a capsule that increases shelf presence, and enhanced quality cues.
"Fetzer has an amazing history and a true commitment to producing high-quality wines through sustainable practices," said David Schuemann, owner and creative director of CF Napa Brand Design. "Their sustainable practices and rich history in the wine business are now reflected by their new brand image and packaging."