Kenwood Vineyards’ Rugged Elements

Agency: CF Napa Brand Design
Creative Principal: David Schuemann
Design Director: Antonio Rivera
Designer: Antonio Rivera
Location: United States
Project Type: Produced
Client: Pernod Ricard
Product Launch Location: United States
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle, Aluminum, Paper

Pernod Ricard came to CF Napa to redesign the single vineyard tier for Kenwood Vineyards. While their current design looked premium, it shared a look too similar with their lower tiers and it was extremely difficult to tell the various wines from one another, causing confusion for tasting room staff and consumers.

What’s Unique?
CF Napa redesigned the new vineyard designate tier inspired by its new name – Rugged Elements – and each of the vineyard’s unique elements. The new line of wines is completely unique from the other Kenwood Vineyards tiers while stylized photos provide easy differentiation between the SKUs. Each label utilizes a bold, black-and-white photograph of a natural element that is unique to each of the vineyards.