Ste. Michelle Wine Estates came to CF Napa Brand Design to refresh their Sonoma-based Patz & Hall brand. For more than 30 years, Patz & Hall Winery have remained committed to handcrafting small-lot and single-vineyard wines, with an exclusive focus on Chardonnay and Pinot Noir, produced from storied vineyards in the Napa Valley, Russian River Valley, Mendocino County, Sonoma Coast and Santa Lucia Highlands.

The design elements of the labels and logo had been modified throughout the years, creating inconsistencies across tiers. The new packaging needed to bring cohesiveness to the brand and include increased luxury cues while maintaining a differentiated look across their multiple tiers of wines.

CF Napa Brand Design redrew their historic vine icon to be a bit more simple, iconic, and a more symmetrical, rounder shape. In addition, more subtle details like the wine leaves were refined to foil stamp more accurately. The resulting icon is more elegant and contemporary in feel and allows for usage in smaller sizes. The Sonoma Coast tier was redesigned with a fresher look, brighter white paper, and a new foil border.

For the Single Vineyard tier, CF Napa Brand Design transformed the communication hierarchy to give prominence to the brand and allow for an easy scan of the vineyard name and appellation. A subtle debossed border was added as a frame to the label to allude back to the Sonoma Coast tier and provide texture to the label. A call out for the barrels produced and the signature of Patz & Hall founder, James Hall, gave a personal touch to this Sonoma County favorite.