Swig Studio


Creative Agency: Swig Studio
Project Type: Produced, Commercial Work
Client: Murphy-Goode
Location: Sonoma County, California, USA
Packaging Contents: Wine
Packaging Materials: Paper – The paper stock is Glacier and Glacier Plus (weld stock for whites)

Every story has a place and time. At Murphy-Goode, our story is one that is deeply rooted in Sonoma County, dating back more than 30 years. As we look toward the next 30, we needed an updated aesthetic to showcase our brand and our story.

Working with Swig Studio, an acclaimed beverage branding and packaging design firm in San Francisco, the new Murphy-Goode look and feel reveals a rugged, yet stylish California aesthetic, showcases the high quality of the wines in the bottle, and demonstrates an approachable label akin to the robust, yet approachable wines that are inside. In their efforts, Swig Studio was inspired by the resurgence of Americana and wanted the label to embody the theme of “Made in America” – a natural fit for this classic American winery. The new label celebrates Murphy-Goode’s deep heritage in the region’s agricultural and winemaking community and is designed to embody core brand values: handcrafted, unique and authentic.

“The new Murphy-Goode identity and packaging was inspired by vintage general store signs and old California fruit crate labels,” said Paul John Morales, Swig Studio. “We drew on the winery’s agricultural roots in the Alexander Valley with an emphasis on craft — evoking a time when people tended the land, grazed livestock, and grew fruits and vegetables. This idea was a perfect platform to re-launch a classic American brand — inspired by the past but looking toward the future.”

What’s Unique?
The new labels are designed to look like a sign you might see on the side of a barn while driving through the Sonoma County countryside. Through the updated aesthetic, we are paying homage to Murphy-Goode’s roots in Sonoma County and demonstrating our pride in being part of the agricultural community here.

The printer was Grigsby Label. They were pivotal in experimenting with different printing techniques and inks which helped us achieve our vision for the final product.

The label is printed on a rotary flexo inline Gallus press. The label is three colors with a matte varnish, two emboss stations (photopolymer rotary) and a rotary screen high build.