Objectives:

1.  Design a brand identity to complement the Laurel Glen
    Vineyard Flagship Wine.

Aligning with core brand values, Counterpoint is meant to complement and expand the Laurel Glen brand.

Recognizing the acclaimed history of the vineyard, the brand keeps a traditional aesthetic.

With an expanded selection of wines, the idea behind Counterpoint was to give Laurel Glen a touch of modern.

2.  Design towards a target demographic. 

Wine has a lower price point between $25-$30

Target demographic are $35+ career professionals

Wine drinkers interested in wine pairing and the winemaking & aging process.

3.  Monitor the design from prototype to press

Worked directly with LGV's General Manager Bettina.

Oversaw beginning to end printing and bottling processes.

4.  Create a digital marketing plan and budget for 2015.

Intended to activate new social campaigns

Streamline e-commerce shopping experience

Increase CR and AOV by 20%

Activate +15% users, and email subscribers

Activate new effective lead generators

Cultivate promotional brand partnerships

Process:

1.  Developing a logotype:

Much like wine, developing a logo to match LGV's brand values balances both bold flavors and refined features.

Playing to key strengths of the vineyard: the location at Sonoma mountain and quality craftsmanship.

2.  Implementing Laurel Glen brand recognition

The front label itself features two typefaces - in three different weights.

"Laurel Glen" itself needing to match original brand guidelines.

3.  Background and stylization:

Topographical lines indicate location and elevation.

The debossed detailing in the label is intended to bring attention to the variable geographical terrain.

4.  Compensating for the curve of the bottle:

Small adjustments were made to the design to avoid the appearance of horizontal compression or vertical stretching.

5.  Paper type and Debossing

Choosing a paper type and texture with the same attention to detail that is given to the winemaking process.

6.  Designing the capsule and cork

Small topographical details were also implemented in to the capsule stem of the bottle and the cork.

On the top of the bottle there is a CP logotype to identify the bottle on a wine rack.

Challenges Going forward:

(Updates to be made in the 2013 labeling process)

1.  Choosing a thicker paper stock to match the textural feel.

In final production we noticed that some labels had air pockets in the highly debossed areas - mostly near the edges.

With thicker paper, and non edge to edge debossing, we should be able to fix this defect.

(For 2013, small details will push Counterpoint towards a more modern look.)

2.  More contrast in the topographical lines for more pop.

The 2012 label was in some ways a foot in the door for establishing a separate brand at Laurel Glen Vineyard.

There are some ideas of separating Counterpoint into its own brand entirely in the near future.

One of the best parts about designing a wine label is that every year a new one is printed.

A new vintage every year lends the design to future revisions and optimizations as visual and wine trends change.

3.  introducing a Sauvignon BLanc under the counterpoint brand

Laurel Glen Vineyard will be adding a new wine to the lineup using grapes grown at the Russian River.

The sauvignon blanc label uses the same branding as the Counterpoint cabernet but with a different color scheme.

Stay tuned for more updates as production and bottling begins this spring of 2015.