Hypothesis

Roots Run Deep came to CF Napa to redesign their Hypothesis brand. Hypothesis needed to feel like it was a part of the Educated Guess brand family while maintaining a point of difference and quality cues that placed it between Educated Guess and their most premium offering, Higher Education.

Inspired by the wine formulas that are an integral component of the Educated Guess label, CF Napa created a design with the look of a smudged chalkboard. Formulas have been written and erased as if the winemaker is deep in thought in the midst of a breakthrough, testing each hypothesis to perfect the wine. The gold foil treatment of the wordmark and the minimal verbiage on the front further enhance the premium perception of the brand.