The creative challenge was to assess our given client’s current context and identify issues surrounding their brand, positioning, assets, and competition. We were then tasked to present a new identity that is an improvement and better serves the client, along with a graphics standards manual and supporting assets – in this submission, highlighting the supporting asset of a packaging family.

Van Westen Estate Vineyards, rooted in over 50 years of family tradition on the Naramata Bench, has evolved from being the largest cherry producers in the area into crafting exceptional wines in British Columbia, Canada. The quality speaks for itself, earning themselves numerous awards and selling out effortlessly.

Recognizing the charm inherent in their upfront and casual nature, the brand strategy needed a shift – maintaining their rugged authenticity but with an elevated touch.

The Van Westen identity rebrand showcases deliberate separation of letters to prompt curiosity about the family name. Notably, the ‘V’ of ‘Van’ becomes a symbolic bridge to their iconic wine-naming structure, highlighting their commitment to doing things differently. ‘Van,’ echoes its Dutch meaning of ‘from’ or ‘of,’ rooting the family’s journey from fruit farmers to award-winning winemakers in British Columbia. ‘West’ is a nod to their migration from the Netherlands to the Canadian west coast. This intersection of heritage and landscape mirrors the exceptional qualities of their wine – A blend of tradition and innovation, grounded in the landscape of the Namarata Bench. The “daisymill” icon featured is a reference back to Dutch windmills, embodying resilience and innovation with the daisy at its core as Netherlands’ national flower, speaking to strength in the unassuming – a fitting symbol for a winery that thrives on the unexpected intersections of humility and the pursuit of becoming an award-winning winery in the heart of BC’s wine country.

The Van Westen packaging family is a celebration of the winery’s roots with a rebellious spirit against conventional luxury. Embracing modern Dutch typography with deliberately spaced letterforms, the design system lends itself to enticing a second look and kindling curiosity to dig deeper.

Each Van Westen label displays a unique composition that combines typography, rhythm and art. The compositions take inspiration from the essence of each blend, creating labels worth taking a closer look at. Their commitment to an unfiltered journey from grape to glass strips away the fluff, resulting in bottles that are a statement piece of their own. For example, The 2018 Vulture displays a label-less label embracing unpretentious sophistication and poking fun at the collective nature of the wine industry – pushing forward the idea of going against the grain to craft wines that redefine the fine wine experience.

Crafting premium wines without the need for boastful claims, Van Westen has repositioned themselves from a once $35 bottle to a $55 bottle, embodying a confident, premium identity.