Agency: Pavement
Project Type: Produced, Commercial Work
Client: Fetzer Vineyards
Location: Oakland, CA USA
Packaging Contents: Wine
Packaging Materials: Glass, Paper

Pavement recently partnered with Fetzer Vineyards to create Beckon from Santa Maria Valley, California. Pavement created the brand concept, name and label design for this amazing Pinot Noir from the famed Bien Nacido vineyard.

To beckon means, literally, to summon. Beckon represents the passionate calling felt centuries ago by the earliest Spanish missionaries of California who introduced wine grape cultivation to the Santa Maria AVA – the source of this Pinot Noir. This clear, rich and brilliantly complex wine is the result of efforts by subsequent generations of winegrowers in the region, who strived with each harvest, to perfect this delicate varietal.

The label itself speaks to the alluring beauty of that appellation, with gold-foiled illustrations depicting the native flora and fauna unique to that region. The bottle’s vintage feel honors California’s early Spanish winegrowers who first heard, and answered, the call to create the some of the country’s finest Pinot Noir.

What’s Unique?
The elaborate gold foiling and multi-level emboss for the intricately detailed illustration.