The Goal: Update the Sarah's Vineyard's identity and packaging in order to bring the brand into the 21st century while maintaining its hard-earned brand recognition.
In 2015, Tim Slater, the owner of Sarah’s Vineyard, hired me to freshen up his brand*. The winery’s original logo and labels dated back to the opening of the winery in the late 1970s. While the brand had a strong following amongst consumers and distributors alike, it was a tad outdated and lacked the elegance and readability Tim desired.
The original frilly and feminine logotype was beautiful but somewhat hard to read. It also felt a little too feminine and I feared it might not appeal to the masculine market.
The updated logo combines script and serif fonts to create the perfect balance of elegance and strength. The new design makes "Sarah's" the focus, with "Vineyards" becoming a supporting element.
On the original label, the varietal was the main focus as it was the largest element and was set in a contrasting color. Though placed in metallic foil, the brand name got lost in the graphic filigree was hard to read from a distance.
For the new label, I adjusted the hierarchy of the content, making the brand name the focus. I kept the graphic filigree but made it a subtle, supporting element. The only addition I made was adding "Since 1978" to the label as I felt that gave the brand additional credibility.
As we know, it's all in the numbers! I'm in the process of gathering sales data from Sarah's Vineyards and will update this post when I have those numbers. From what the owner has shared with me in regards to positive feedback given by customers and distributors, I'm confident the redesign had an equally positive financial impact.
* For full disclosure, at the initial project meeting, I was informed that a previous designer had already taken a stab at updating the brand, but his/her work did not reach the final design stages. However, his/her concepts provided a helpful stepping stone towards achieving the new look.