CF Napa Reimagines Schug
Schug Winery came to CF Napa to restructure and redesign their multiple tiers of wine to support plans for increased distribution. Schug’s packaging hadn’t been refreshed in nearly 30 years, and the new look needed to be more modern and premium while maintaining the brand’s timeless elegance, allowing the family’s winemaking legacy to take center stage. Additionally, CF Napa needed to develop a system that created visual differentiation between the multiple wine tiers while retaining cohesion throughout the portfolio.
CF Napa re-imagined the iconic Schug Winery crest to be more contemporary, allowing its reference to the family’s history as shoemakers to be more impactful. The delicate lines of the new symbol were foiled in gold for a luxurious feel. An S was placed at the center of the crest, centralizing the family name. The shading was removed from the wordmark and the font was adjusted for a bolder, more premium-looking brand name.
The refreshed Sonoma Coast tier debuted first, the largest tier of wines per volume and distribution. For these wines, the crest was placed front and center on a warm, cream-colored label. Elegant script was utilized for the vintage and varietal.
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