True Myth

WX Brands came to CF Napa to redesign their packaging for True Myth to better resonate with target consumers and more clearly communicate the wine’s Paso Robles AVA. WX wanted a complete redesign to give True Myth a new look that conveyed their commitment to sustainability, emphasis on nature, and optimistic approachability. The previous package’s muted color scheme contributed to a lack of shelf pop and made the varietal and AVA difficult to read. Along with freshening the color scheme, the new packaging needed to shift focus and establish the butterfly as its iconic visual. Though butterflies were featured on the old label, they were overpowered by the woman’s face in the background—a polarizing element for consumers.

The metamorphosis of caterpillar to butterfly gracefully embodies the transformation of grapes into wine. CF Napa brought this concept to center stage through a collage of California coastal flora that forms a butterfly. The art illustrated the brand’s core value of celebrating Mother Nature and her influence on exceptional wine—from vine to bottle. CF Napa gave the butterfly a light background to flutter from—this brighter color palette made for a more visually impactful label. The simplified script in a vibrant color allowed for easier readability and called attention to the Paso Robles appellation. Strategic placement of gold foil among the flora elevated the premium perception of the brand, mimicked eyespot markings found on butterfly wings, and allowed the label to shine with all of Nature’s magic and majesty.