CF Napa Recreates Schug
Schug Winery came to CF Napa to redesign and restructure their wine portfolio to position the brand for increased distribution. CF Napa needed to develop a packaging system that allowed for clear differentiation between the tiers while maintaining a cohesive family look and honoring Schug’s 40 year Sonoma winemaking legacy.
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. An S was placed at the center of the crest, centralizing their name and honoring the many generations of Schug family winemakers. The shading was removed from the wordmark and the font was adjusted for a bolder, more premium-looking brand name.
Following the debut of the new packaging on the Sonoma Coast Tier and Carneros Tier came the launch of their most premium wines, their Estate & Single Vineyard Tier. For these special wines, the new crest was placed front and center above the refined Schug wordmark. The crest and text were given a high-end gold foil treatment, creating contrast with the rich black label. The winemaker’s signature and bottle count created an air of exclusivity for these limited-production wines.
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