Branded House vs House of Brands
For many spirits companies, the question of whether to build a “branded house” or a “house of brands” is a critical one to answer for their company and brand's future success. David Schuemann, Owner and Creative Principal of CF Napa Brand Design outlines the 4 benefits of a clear brand architecture and the reasons to choose either a “branded house” or a “house of brands.” For full article, click here
The Selling Power of Stories in Spirits Beverage Branding
The power of storytelling in consumer engagement is undeniable, but often deciding how to develop your spirits brand's story presents a more difficult challenge. David Schuemann, Owner and Creative Principal of CF Napa Brand Design outlines some of the keys to developing killer stories that will appeal to your consumer, grab their attention, and engage their imagination. The goal of telling effective stories about your brand should always be to lead your consumer from initial awareness to trial, and ultimately to brand advocacy. For full article, click here
Industry Roundtable: Creating an Image with an Identity
David Schuemann, Owner and Creative Principal of CF Napa Brand Design sits down with Lance Cutler from Wine Business Monthly and other industry designers to discuss the image and identity for wineries. To read the article click here
Industry Roundtable: Creating an Image with an Identity
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses in industry roundtable how he works with wineries to successfully bring ideas and stories from concept to completion. For full article, click here
Shedding Light on Dark Labels
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses with Wines & Vines the latest trend of black or deep-colored labels. “Black labels were once assumed to be recessive and ominous, but today black is one of the hottest new colors in alcohol packaging.” For full article, click here
Trends in Label Design – Communicating Your Brand Image
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses with Wine Business Monthly the latest trends in wine label design. “Millennials are attracted to less conservative brands. Instead they enjoy seeking out non-traditional producers, wines and real people with real stories—not brands that were fabricated. Non-traditional packaging is often one of the best ways to signal such things at the point of purchase. These brands must support their packaging with great stories that are real and that are shared through the website, social media and all touch points of the brand.” Download full news articleDownload Full News Article
The DOs and DON’Ts of Label Hierarchy of Alcohol Beverage Branding
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses the importance of proper label hierarchy and why when consumers are choosing a spirit from the shelf or from a bar or restaurant they are influenced both by analytical and aesthetic cues provided by the packaging and its hierarchy. For full article, click here
Establishing A Marketing Plan & Budget For Your Spirits Brand
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses the 7 essential components of your marketing plan and the 3 areas of marketing you should consider budgeting for in order to accomplish your goals. For full article, click here
What’s in a Word? The Current Value of “Craft”
David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses the value of the “Craft” on packaging and marketing for spirits, beer and cider with Chris Lozier, Assistant Editor at Artisan Spirit Magazine. The article explores the value of the craft as a distinguishing attribute in this rapidly expanding space and Schuemann weighs in on what he is seeing in the current marketplace and the uncertain future of the definition of “Craft.” For full article, click here
Fiddlehead Cellars Debuts New Labels Celebrating Vineyard History and Success
After 27 years of growing and producing award-winning Pinot Noir and Sauvignon Blanc from Santa Barbara County and the Willamette Valley, Fiddlehead Cellars today unveiled a new, unifying image that speaks to the quality of its wines. The label redesign by CF Napa Brand Design comes with great anticipation from this legacy producer just ahead of the “Drink 728 Party,” Fiddlehead’s biggest event of the year on July 28, 2016. For full article, click here
The Pros & Cons of Custom Glass in Spirits Branding
In today’s competitive marketplace craft spirits packaging has to work hard on the retail shelf and the back bar to attract consumer attention. Custom bottles are a powerful way to achieve this end, especially when finished with complementary packaging components. For full article, click here.
Eye Catching Label Design
When it comes to the retail game, there’s no denying your label is what consumers notice first. So how does one stand out from the crowd? For full article, click here.
The 80/20 Rule for Spirits Branding
One of the keys to creating successful spirits brands is exceptional packaging. By exceptional, I mean packaging that breaks through the ever-growing crowd of offerings with design that engages consumers on a personal level and compels them to purchase your product over the competition’s. For full article, click here
Branding Your Winery Through Packaging & Labeling
Setting yourself apart from the competition is one of the main challenges that wine makers face when drawing consumers to their brand. What makes a customer pick up a wine and say yes? How do you draw customers to your wine when they’ve never put their lips to it? When they’ve never even heard of you? Read More
Wine Label Design: When What is on the Outside Matters
Evolutionary vs Revolutionary? David Schuemann, Owner and Creative Principal of CF Napa Brand Design discusses this age old packaging design question and provides his 10 key elements to consider when embarking on a redesign. For full article, Read More
The Importance of Proper Tiering in Spirits Branding
Proper tiering plays a powerful role for growing craft distilleries. Designing the packaging appropriately for each price point, product type and quality level is crucial in order to avoid confusion amongst the various tiers. For full article, click here
6 Telltale Signs it’s Time for a Brand Redesign
Whether you're a boutique producer or a multi-million case global brand, the time will inevitably come for a package redesign. For better or for worse, market success simply doesn't allow stagnancy - it demands change to keep up with trends, to expand product lines, and to maintain engagement with consumers. For full article click here.
From Branding to Bottling
A Dozen Packaging Innovations Could Improve Your Bottom Line.
More Than Words – Evoking Emotion and Intrigue with Wine Label Art
Staring down at a restaurant's wine list, there's only so much to go on for the average wine drinker. Often, the varietal, winery's reputation, and price guide us. If we can manage to remember that we've had it before or enjoyed our visit to the tasting room, that helps, too. But standing amid the rows of bottles in our local wine shop or supermarket, consumers are often swayed by a whole different element: the wine label.
When it’s Time to Redesign, How to Collaborate on Packaging Design
When wineries have grown enough to become established brands, the time inevitably comes that someone wants to redesign the packaging. David Schuemann, Owner and Creative Director of CF Napa and author of the book 99 Bottles of Wine, enumerates what motivates clients.
Drinking With Your Eyes
“As consumers, we all eat and drink with our eyes,” said David Schuemann, owner and creative director of CF Napa Brand Design. “A wine label is a major factor influencing not only purchase decisions but also our actual enjoyment of the wine.”
The Psychology of Wine Labels
"Sure, many people have an oenophile friend who knows that a bottle of 1787 Chateau Lafite with the initials Th.J. etched on it sold for more than $150K. However, most of us either stick with a few vintages we’re already familiar with or, when we want to choose a new wine, we make the decision largely based on the label. That’s right, the label."
Schuemann shares insights on
Millennial wine drinkers in
North Bay Business Journal article
If you want to attract millennials to your business, you first have to understand them. David Schuemann, Owner and Creative Director of CF Napa Brand Design provides his insight on the millennial generation and how it effects your brand strategy.
CF Napa Shares Expertise: Wines & Vines Cover Story
CF Napa Brand Design's Owner and Creative Director David Schuemann shares how to avoid several common printing and bottling mistakes. Paper issues, embossing, debossing, label application, and bottling tests are discussed to ensure your packaging looks and performs its absolute best.
Wines & Vines – 11th Annual Packaging Issue
The article highlights an interview with David Schuemann, CF Napa Brand Design's Owner and Creative Director, about their wine package strategy and what's motivating packaging design decisions in today's market. CF Napa's new brands for Target Brands, Inc. and green packaging for Four Wine Brand were featured in the article along with CF Napa's rebrand of Diageo's Jade Mountain that was prominently featured on the issue's cover.
CF Napa Featured: Wine Business Monthly – Second Labels
The article, Second Labels, explores how both second labels and redesigned packaging for existing brands target certain price segments. CF Napa Brand Design's Owner and Creative Director David Schuemann discusses building value through packaging that increases perceived value through improved packaging to protect against retailer discounting and improved sales through increased consumer "pull". CF Napa Brand Design's redesign of Dancing Coyote is featured as an example of a brand they restaged to reflect a higher perceived value.
Wine Country Minute
Wine Country Minute Interviews David Schuemann, Owner and Creative Director of CF Napa Brand Design for his expertise on wine label design. Schuemann shares his insight in the industry: "Our business is about selling wine. It is not purely decorative design".
How To Design A Best-Selling Wine Label – A Q&A with the man behind “99 Bottles of Wine”
David Schuemann, and his studio CF Napa, have designed labels for dozens of well-known and small-batch brands. David has just released a book of his favorites, 99 Bottles of Wine, and reveals to us just what draws people’s eye to a bottle and why certain labels simply turn us off. For full article, click here.Download Full News Article
North Bay Business Journal
North Bay Business Journal interviews David Schuemann of CF Napa Brand Design for his expertise on the latest trends in wine packaging and brand development in today's economy. According to Schuemann, wineries are "reworking brands to enter a new price point, particularly the hot under-$10-a-bottle segment."
Designers Take On Label Trends
The most obvious and arguably the most important part of the wine package is the label. The label has to stand out on the shelf -- that's the obvious part. It also should reflect the wine in the bottle, which is not the same thing as simply catching the eye. For full article, click here.