Tangent wines are truly a departure from the traditional. During a time when heavily oaked Chardonnay was all the rage in California, Tangent winery embraced the opposite. Their lineup of exotic white wine varietals and rosé in a can are all estate grown and aged on site in stainless steel. The result: crisp and bright wines that are a pure expression of cool-climate wines from the Central Coast!

Their challenge was that the old packaging didn’t tell the wines’ unique story in an effective way. It was outdated, bland and had a corporate aesthetic, the complete opposite of the lively wines that Tangent creates. Additionally, the wines are priced at a very good value, but the attention to detail in the winemaking truly sets them apart from the mass produced neighbors that stand next to them on the shelves. They needed a rebrand that would express the quality and characteristics of the wine on the inside, but on the outside.

Makers & Allies set out to breathe new life into the brand, making it relevant to a younger wine audience with sophisticated taste, but with a dash of pop culture. Using an isolated design element from Tangent’s original label as a jumping off point, the new Tangent branding is lively, textured, and expressive. The result is an example of a rebrand that feels original and exciting, without losing the shelf recognition of longtime fans.

Like the wines inside, the designs on each bottle showcase the art of going off on a Tangent, pulling inspiration from the intersection of art and precision of the winemaking process. The union of fluid motion and a perfect structure is evident in each label, which boast hand painted watercolors that reflect the flavors and essence of the wine within. Looking closely, the art is enhanced with print techniques that give a tactility through select embossing, foil hatching and spot varnish.