Creative Agency: CF Napa Brand Design
Creative Director: Kevin Reeves
Creative Principal: David Schuemann
Project Type: Commercial Work
Client: Polaner Selections
Location: Napa, CA USA
Packaging Contents: Wine
Packaging Substrate / Materials: Glass, paper
Printing Process: Digital printing
Polaner Selections came to CF Napa with an exciting Napa Valley red wine suffering from underwhelming packaging. Despite being in the market for almost 10 years, customers were neglecting it in favor of more engaging competitor brands. Our objective was to redesign the brand logo and packaging to compete with the leaders in their category and feel more premium, while maintaining Hardin’s brand name and essence as a fine Napa Valley wine. Our solution was an abstract and modern design inspired by the lush textures of the wine. The highly textural expression of organic lines represent the rows of the vineyard, with a single red line representing the red wine at the center. Having just relaunched, Hardin’s new look is already garnering extremely positive feedback from both consumers and retailers alike.
The label was hand drawn to stand out as a modern disruptor in the typically conservative Napa red wine category.