Tenshen

Creative Agency: Cult Partners
Designer: Jeff Hester
Location: USA
Project Type: Commercial Work

Tenshen is a collaboration between star Santa Barbara winemaker Joey Tensley, and Alex Guarachi of Guarachi Family Wines. It is a Santa Barbara County red blend. The name is a cross between Tensley & tension. The concept is that the winemaker must make many difficult choices from the field to the winery in order to create an extraordinary wine, all of these choices create tension that the winemaker must resolve.

Cult Partners a Bay Area based design firm specializing in wine and spirits branding and packaging, designed the label. The solvable maze graphic is meant to symbolize the hard choices the winemaker must make. If you make all the right choices, you will end up at the center of a balanced and complex maze.