Whitehall Lane Winery (Student Project)



Designer: Evan Tolleson
Project Type: Student Project
School: Academy of Art University
Course: Package Design 3
Location: San Francisco, California
Packaging Contents: Wine label system

Wine represents more than a relaxing afternoon beverage/ It slows us down from our fast-paced life, celebrates achievements, and helps us stay connected to each other. As an enduring cultural symbol of special occasions,a glass of wine has become synonyms with connection. Whitehall Lane is owned and operated by three generations of the Leonardini family. The winery has received awards for producing some of the greatest wines in the world. Despite having international recognition, Whitehall Lane is locally overlooked.

The redesign of their label system gives them a uniquely modern feel in a standardized market and will grab the attention of a new audience. Wine is often the bridge for people to engage, share in laughter, and build new relationships. The placement of the logo—breaking the plane of the label—and typographic system represent the idea of connection.

What’s Unique?
The Whitehall Lane identity represents the classic wine history of the Leonardini family and their three generations of winemakers. It balances family tradition and modern sensibilities. The symbol is constructed of three vertical lines within a circle. Individually, each line represents a generation of the Leonardini family that work together on the winery. As a whole, the mark is a simplified representation of the rows of vines that sprawl across Napa Valley.