Why CF Napa?

Based in Napa Valley, California for over 45 years, CF Napa is one of the worldwide leaders in alcohol beverage branding. Our 100% specialization within the category has made us experts. CF Napa has created hundreds of brands and restaged hundreds more with incredible success by maximizing the brand’s strategic positioning. Our solutions utilize strategies that leverage current marketplace opportunities and increasingly sophisticated consumer segments.

We have an exceptional understanding of design that sells, complemented by professional account management and flawless production oversight.

Our client success stories run the gamut—from growers and producers to retailers. We help our clients build brands that consistently garner both critical acclaim and a strong, measurable return on investment.

Our Capabilities

Brand Strategy

Name Generation

Story Development

Logos

Packaging

Custom Bottles

Copywriting

Marketing & Point-of-Sale Collateral

Electronic & Web Communication

Our Philosophy

One of the keys to building and launching a successful brand is the ability to break through the ever-growing crowd of competitors. Exceptional packaging design invites trial, reinforces quality and assists recall.

 

As any experienced chef will tell you, the presentation of the food on the plate, the melody of colors in play and even the different textures of the food all have a significant impact on how we taste and appreciate our dining experience. The same is true for alcoholic beverages. The consumer’s perception of an alcoholic beverage—its color, aroma, and taste—is profoundly influenced by the bottle’s shape, package design and even the texture of the label.
Drink With Your Eyes.
In testing, we’ve seen consumers detest the taste of a beverage if it came from a package design they didn’t like, and conversely have seen the exact same consumers love the taste of the same beverage when it came from a package design they found pleasing. Packaging that appeals to us beckons us to try a product, reinforces quality while we consume it, and enhances our ability to recall the brand for future repurchase.

 

Thus, strategic packaging design is not just an aesthetic exercise, but a commercial necessity.
“We’ve won hundreds of awards, but most importantly, we’ve helped our clients sell millions of cases.”
David Schuemann
Owner/Creative Principal
CF Napa Brand Design

Our Team

David Schuemann
OWNER / CREATIVE PRINCIPAL

Over the past 17 years, David Schuemann has led CF Napa Brand Design in becoming one of the world’s preeminent branding agencies specializing in the alcohol beverage category. During that time, CF Napa has created some of the fastest-growing and most successful alcohol brands in the world. The firm’s work has earned international recognition from almost every major design competition in the world and has been showcased in some of the most prestigious museums, including the Museum of Modern Art. CF Napa’s work is part of the permanent collection at the Cooper Hewitt Design Museum at the Smithsonian in New York City and the permanent collection of the American Design Archives at the Denver Art Museum.

In 2013, Schuemann authored 99 Bottles of Wine, The Making of the Contemporary Wine Label. The book offers a rare behind-the-scenes look at how innovative creative packaging design at CF Napa drive some of today’s most successful wine brands while featuring 40+ years of design work from the firm. David serves on the advisory board for Women of the Vine as well as Artisan Spirit Mag, where he is considered a thought leader in branding for the burgeoning craft spirits industry. In addition to his involvement in a variety of industry organizations, David speaks regularly about strategic branding and design at conferences worldwide (Download David Schuemann’s Speaker Resume).

David earned his BFA in Graphic Design at the University of Wisconsin–Eau Claire and started his career shortly after in Minneapolis, Minnesota where he worked for the US record label
K-Tel Records and later Carlson Marketing Group—one of the largest ad agencies in the world. Early in his career, David fell in love with wine while working at many restaurants as a wine trainer and server and became an avid personal collector. In 2000 Schuemann moved to San Francisco and joined Addison Branding as its Design Director. There he oversaw packaging and large corporate identity projects, including the complete rebranding of Hawaiian Airlines and its fleet of airplanes. Soon thereafter, Schuemann found the perfect marriage of his passions for the alcohol beverage industry and design, becoming the Creative Director for CF Napa Brand Design. A few years later, he purchased the firm to build what is now one of the most respected brand design firms in the alcohol category.

Our Team
CF Napa’s team brings decades of combined experience in alcoholic beverage design and marketing services. Each designer brings their own unique style to our projects culminating in a wide range of design perspectives for our clients. Our account team brings client service and agency experience to every project and acts as a single point of contact for client communication, written meeting recaps, accurate timelines and overall project strategy. In addition, our account team acts as our clients’ resource expert; recommending best-in-class vendors from our network and assisting in gathering print quotes to ensure exceptional results within the target cost of goods. Our production department brings over a decade of experience developing exceptional print-ready artwork, application and technical know-how that allows for flawless production. Each team member’s unique background contributes to our projects, resulting in an inspired collaboration tailored to each of our client’s individual needs.

Our Clients

Argentina

Finca Decero
Freixenet
Gratitud Wine
M.P. Wines
Pacific Highway Wines & Spirits

Australia

Anstead & Co.

Bahamas

Frigate Reserve Rum

Brazil

Catu Beverage Company

Canada

Arterra Wines Canada
Bandits Distilling
Bench 1775 Winery
Burrowing Owl Estate Winery
Caldera Distilling Inc.
Culmina Family Estate Winery
Fielding Estate Winery
Hillside Cellars Winery
Osoyoos Larose
Painted Rock Estate Winery
Phantom Creek Estates
Romero Distilling Co.
Vincor International

Chile

Carolina Wine Brands
Emiliana
Lapostolle
San Pedro Tarapacá Wine Group
Undurraga
Veramonte
Viña Concha y Toro
Viña Cono Sur
Viña Errazuriz
Viña Santa Ema

China

Koko Nor Corporation

France

Château Fonplégade
Georges Duboeuf
LVMH
Les Vignerons De Tutiac
Saver Glass
SGP Packaging by Verallia
Vignerons Catalans

Italy

Ganau
Mezzacorona
Ruffino
Santa Margherita S.P.A.
Vetroelite S.P.A.

Mexico

Cavall 7 Winery
Native Cult GmbH

New Zealand

Kim Crawford/Constellation Brands, Inc.
McBride Sisters Collections, Inc.
Nobilo/Constellation Brands, Inc.

Portugal

Quinta do Noval

Spain

Freixenet
Bodega 202

Vietnam

RD Winery

U.S.A.

585 Wine Partners
Aiken Wines
Airfield Estates Winery
Alexander Valley Vineyards
Alley 6 Craft Distillery
American Craft Spirits Association
American Distilling Inst.
American Fifth Spirits
Amizetta Estate Winery
Apostrophe Cellars, LLC.
Aridus Wine Company
Arkenstone
ASV Wines, Inc.
Bacio Divino Cellars
Bald Mountain, LLC
Baldacci Family Estate Vineyards
Bale’s Creek Estate
Bergin Screen Printing & Etching
Berryessa Gap Vineyards
BevMo!
Bigsby’s Folly Craft Winery
Biltmore Estate
Blue Head Tequila
Blue Ridge Spirits
Boisset Family Estates
Boordy Vineyards
Boundary Breaks Vineyard
BouquetGarni
Bradbury Wines
Brave & Maiden Estate
Brewery Ommegang
Brown-Forman
Cambie-Lee
Canard Vineyard
Canyon Lakes Winery
Capp Heritage Vineyards
Capra Company, LLC
Caraccioli Cellars
Cecchetti Wine Company
Centurion Family Vineyard
Chappellet Winery
Charboneau Distillery
Charles Krug Winery
Charles Woodson Wines
Chateáu Julien Wine Estate
Chehalem Winery
Chemistry Spirits
Cielii Wine Aerator
Clarice Wine Company
Cleveland Whiskey
Clif Family Winery & Farm
Conclusion Wines
Constellation Brands U.S.
Conway Family Wines
Cork Supply, USA
Creative Oak
Crimson Wine Group
Cru Vin Dogs Wine Group
Dancing Coyote Wines
Daviana Winery
Davis Estates
Delicato Family Vineyards
Demetria Estate
Diageo Chateau & Estate Wines
Dirty Blonde Cocktails
Distillery 209
Domaine Chandon
Domenichelli Wines
Donati Family Vineyard
Downing Family Vineyards
DR Stevens Estate
Duckhorn Wine Company
Edge Wines
Ehelers Estate
Espiritus Group
FA Poole & Co. Distillers
Fetzer Vineyards
Fiddlehead Cellars
Flambeaux Vineyard
Flaunt
Florida Rum Company
Flowers Vineyard & Winery
Folio Fine Wine Partners
Fontanella Family Winery
Food Network
Force Majeure

Fordham Lee Distillery
Foretell Wines
Frank Family Vineyards
Freixenet USA
Fries Family Wines
Fulkerson Winery
Fulton Family Vineyards
Fuse Wine Company
Futo Wines
Gandona Estate
Garrison Brothers Distillery
Girouard Vines
Gloria Ferrer
Gran Rêve Wines
Grand Napa Vineyards
Groth Vineyards & Winery
Guarachi Wine Partners
Hahn Family Wines
Halter Ranch Vineyard
Hanna Winery
HdV Wines
Heitz Cellar
Hesperian Wines
Hess Family Wine Estates
High Roller Spirits
Hill Wine Company
Hunneeus Wines
Idaho Wine Merchant
J Lohr Vineyards & Winery
J Vineyards and Winery
Jackson Family Wines
Jamieson Ranch Vineyards
John Anthony
Jordan Vineyard & Winery
Joseph Phelps Vineyards
Kelleher Wines
Kendall-Jackson
Kesner Wines
Kitá Wines
Klinker Brick Winery
Knights Bridge Winery
Kobrand Wine and Spirits
La Crosse Distilling Co., LLC
Lail Vineyards
Lakewood Vineyards
Landmark Vineyards
Landy Family Vineyards
Langtry Estate & Vineyards
Lapostolle
Lawer Family Wines
Ledson Winery & Vineyards
Long Road Distillers
Lounge Group
Lucas & Lewellen Vineyards
Macari Vineyards
Magnolia Blossom
Malibu Family Wines
Marianello Wines
Markham Vineyards
Mark Ryan Winery
Martin Ray Winery
Maui Brewing Co.
McBride Sisters Collections, Inc.
McCormick Vineyards
McGah Family Cellars
Merryvale
MGP Ingredients, Inc.
Mike and Molly Hendry
Mira Winery
Moët Hennessy USA
Monkey in Paradise
New Hampshire State
Newport World Ventures
Newton Vineyard
Nola Winery & Distillery
Öömrang, Inc
O’Neill Vintners
Oliver Winery
Outcast Wines
Pacific Highway Wines & Spirits
Palm Bay International
Parallel Napa Valley
Peake Ranch
Perception Wines
Pernod Ricard Winemakers

Picazo Vineyards
Polaner Selections
Preservation Spirits
Presqu’ile Winery
Proud Pour
Purple Wine Company
R.P. Imports
Ram’s Gate Winery
Red Mare Wines
Rémy Cointreau
Rhone Rangers
Ringgold Distilling
Rittman Orchards
Riverbench Vineyard & Winery
Robert Biale Vineyards
Rodney Strong Wine Estates
Roederer Esatate
Ron Rubin Winery
Roots Run Deep
Ryan McGee Mobile Bottling
San Antonio Winery
Sanger Family of Wines
Saracina Vineyards
Saver Glass
Scheid Vineyards
Sea Smoke Cellars
Seismic Brewing Company
Sequoia Grove
SheaShyne Products, LLC
Signorello Estate
Silenus Winery
Sinegal Estate Winery
Skipstone Ranch
Slingshot Wines
Social House Distilling
Sonoma Brothers Distilling
Sotheby’s Wine
Spear Winery
Spiritsmith Distilling Co.
Square Peg
St. James Winery
St. Julian Winery
Stampede Brewing Company
Steel Bending Spirits, LLC
Stewart Cellars
Ste. Michelle Wine Estates
Still Austin Whiskey Co
Terlato Wines International
Terra Valentine
TGIC Importers
The Bard Distillery
The Gin Foundry
The Palm Springs Spirits Co
The Rubin Family of Wines
The Sanger Family of Wines
The Terrace at French Village
The Vineyard House Winery
Tonellerie Ô
Total Wine & More
Treasury Wine Estates
Trim Wines
TwentyFour Wines
Twin Rocks Estate Winery
Ultramarine Wines
Valentine Distilling Co.
Viñas Santa Rita
Vineyard 29
Vintage Wine Estates
Vintus
Virago Spirits
Vista Ranch and Cellars
Waikulu Distillery, LLC
Wente Family Estates
West Coast Wine Group
Wheelock Street Capital
Winebow
Windquest Group
Windsor Oaks
Wine Creek, LLC
Wine Fellas
Wine Shipping, LLC
Wine Source International
Women of the Vine
Yellow Rose Distilling
Zaca Mesa

Client Referrals

  • “We came to CF Napa with very high expectations, yet I'm happy to say that they still somehow managed to completely blow us away. The results speak for themselves through the universal and overwhelming “wow!” reaction we get to our packaging. I've spent a lot of time looking at our bottle and I'm still stunned by just how good it really is and how well it captures the image we want to present as a brand. It's a testament to CF Napa's professionalism, knowledge, creativity, attention to detail and pure unabated awesomeness that allowed them to take the jumble of ideas we threw at them and turn that into something better than I (or anyone else) could have imagined.

    Even though we are a startup working on a limited budget, the investment we made in CF Napa is completely insignificant compared to the value they created for our business. I consider CF Napa's contribution a cornerstone of our success going forward and I genuinely can't speak highly enough of our experience working with them.”

    Colin Baker
    Loch & Union Spirits

  • “When my brother and I first reached out to CF Napa we were hesitant to hire a professional agency to help us redesign our packaging – as a family business, we were on a budget and were wary of the potential risk in changing our image after only being in business for a couple years. We had seen CF Napa's amazing portfolio and knew it was a risk that would be beneficial to our brand. Based on the rave reviews on the new package from trade and consumers alike, not only was hiring CF Napa worth it, it was one of the best business decisions we’ve made for our brand. Now, The first thing out of almost everyone’s mouth is 'Wow! I love your packaging! You did a great job with the label!' I only wish we had hired CF Napa from the beginning!”

    Brandon Matthies
    Owner
    Sonoma Brothers Distilling

  • “We were delighted with the end result of this project. CF Napa came up with an extraordinary and impactful new label, which has been a real game-changer for the Errazuriz brand in the U.S. We received extremely positive feedback on the new packaging from many of our distributors, who are reenergized to sell the wines with this eye-catching MAX branding. We look forward to seeing them fly off shelves!”

    Alexander Michas
    Senior Vice President/COO
    Vintus

  • “I have worked with several designers over the years and I couldn’t be more grateful that I found CF Napa. In fact, now they’re the only agency I trust with my brands. Most importantly, CF Napa really became a part of my team, taking extra time to understand my goals and vision for the brand. As the design process progressed, the team worked thoroughly through each revision until we achieved a professional, clean and timeless package. We’ve always had a quality product inside the bottle but now, thanks to working with CF Napa, it really shows on the outside too.”

    Refino Valentine
    President & Founder
    Valentine Distilling

  • “One of the many reasons I chose CF Napa was their incredible attention to detail in the final execution of the labeling and packaging… A unique and memorable creative design is critical but it’s the final execution with paper texture, bottle shape, embossing and all the other subtleties necessary that create the difference between great and average.

    Luna Nuda Pinot Grigio was the first brand that we developed on our own with an agency like CF Napa. I didn’t know everything involved but I knew what I wanted in a broad sense. Working with CF Napa was a terrific experience. They advised, listened, adjusted and all the while were very patient with me throughout the entire process. They understood and showed a deep interest and concern to get it right as if it was their own ‘child’ – If you’re a brand owner, you know that these types of projects are very personal. With a new brand/package design the simple response you want from consumers, trade, employees etc. is ‘I love that’… we have gotten a lot of ‘I love thats’”

    Greg Mueller
    Vice President National Accounts and Regional Sales Manager
    Pacific Highway Wines & Spirits

  • “Like an extension of my brand vision, CF Napa was connected to my brand goals and took the time to truly understand the story. Working with CF Napa has been fantastic. Their ability to pivot and respond to my variable needs and timelines sets them apart.”

    Jarret Stuart
    Owner
    Caldera Distilling

  • “When you make changes to a 1.8 million case brand you want to make sure you maintain and expand your primary base. CF Napa creatively utilized the Fetzer equities while increasing the core messaging and quality cues of the brand. The creativity behind their solution truly stands-out. Not only did they create a successful new package, it was accomplished from design to bottling line in 3 months with their team working remotely with ours in Chile. Impressive work all the way around.

    With a 1.8 million case brand, production efficiency is a key factor in the bottom-line.

    CF Napa increased the quality of our finished goods while protecting production efficiencies. The new bottles, capsules and labels all run seamlessly on our production line. Working with CF Napa has truly been a wining formula.”

    Rodrigo Maturana
    Global Marketing Director
    Fetzer Vineyards

  • “Aggressive, talented and efficient. When I missed errors, they caught them. When I dropped balls, they caught them. Professional and thorough, from bottle concept to bottled bourbon… Quality inside and outside the bottle.”

    Dan Garrison
    Owner
    Garrison Brothers Distillery

  • “There are several tempting design agencies and portfolios out there. Every year the competition is keener. Yet CF Napa stands apart with many winning seasons, a deep bullpen and a very savvy manager.

    They work fast, and their splendid crew develops several winning designs to choose from—with no lead ups or “straw men.” Dave Schuemann is talented and driven. He often functions as our brand psychiatrist. He knows how to listen, what questions to ask. He understands the wine business, the categories, the trends. He gives it to you straight. In the end, we walk out of there with more than a powerful package. We get a keener, deeper product narrative, too.
    The best part of our CF Napa experience is showing their labels to our sales force. The buzz in the room becomes irrepressible and forces a premature coffee break. Some reach for the bottle mockup (DON’T TOUCH THAT!), others their cell phones. They can’t wait to show their new package to their distributor, the trade. What’s that worth?

    Our experience consistently proves one thing. CF Napa doesn’t just sell labels. They sell marketing director insurance.”

    David Brown
    VP Business Development
    Freixenet USA

  • “Our desire was to upscale the Line 39 label to reflect the high quality:price ratio that the brand had become known in the marketplace. CF Napa “hit it out of the park” and we still get feedback on a regular basis that the label looks far more expensive than the price. This is exactly what we wanted.”

    Roy Cecchetti
    Owner
    Cecchetti Wine Company

  • “Being new to the spirit world I was unsure of who to turn to when designing my custom bottle and new brand launch. CF Napa Brand Design came as a reference from a friend of mine who has been in the wine packaging business for 20 plus years. From start to finish David Schuemann and his team were a pleasure to deal with, and went above and beyond overseeing production challenges to see that my package was worthy of a top shelf product as requested. They now have earned a life long client.”

    David Souza
    Owner
    High Roller Spirits

  • “Launching our wine business has been an exciting and challenging process. At every turn there has been a learning curve. In creating our brand and marketing approach, CF Napa was invaluable in providing a combination of seasoned advice and fresh creativity. CF Napa excels at truly partnering with their clients to achieve an excellent outcome. We were a part of the design team and therefore feel tremendous connection to the packaging and website. We have received highly positive feedback on our brand’s “look and feel” and the story reflected by the visual representation of the brand. CF Napa has played a key role in our initial success.”

    Christina Landy
    Proprietor
    Landy Family Vineyards

  • “I have worked with CF Napa on many projects and all have turned out exceptionally well. They are easy to work with, their results are great, and the process is easy. They have great variety in their work, which allows them to design for all different types of packaging. The cost to benefit was well worth it.”

    Ray Signorello
    Proprietor
    Signorello Estate

  • “The team at CF Napa, are the consummate professionals in their field, with the talent to match these skills… I am comforted by their sincere concern for our brand and its success… I know they have our best interests and success in their heart, and their work ethics and commitment is proof positive of that commitment. We feel they are our partners in our destiny.”

    Jesse Lee Carrigan
    Partner
    Blue Head Tequila, LLC

  • “The team at CF Napa sets a benchmark for creative and intelligent design that delivers an emotional connection with their work. They have been engaging and responsive partners, always collaborative and fully understanding and inclusive of our brand essence and objectives. They always bring new and fresh ideas to the table that produce exciting results.”

    Steve Myers
    Vice President, Marketing
    Duckhorn Wine Company

  • “I have been in the wine business for 35 years and have worked with gaggles of designers in the past. CF Napa's team of talented designers consistently captures our vision, producing the most creative and professional final product.”

    Bill Leigon
    President
    Jamieson Ranch

  • “Much of the growth within the DeLoach portfolio is attributable to our design company, CF Napa. What sets them apart from other agencies is their creativity and ability to grasp the essence of each brand. They understand the intricacies of the beverage industry and the subtleties of positioning and communication. Their designs strike an emotional chord with our consumer and trade audiences. Dave and his team are talented, experienced and professional.”

    Jean-Charles Boisset
    Owner
    Boisset Family Estates

  • “Each time I work with CF Napa on a project I am in awe of their ability to capture the personality and essence of the brand, and make it come to life on the packaging. Unlike other design firms, CF Napa carefully guides their clients through the print and production process, all the way managing the vendors involved to ensure that your dream packaging is realized perfectly.”

    Amy Aiken
    Owner
    Meander Wines

  • “The advantage of working with CF Napa is that Dave Schuemann has an innate understanding of the market and marketplace trends. As a constant student of the wine business, Dave offers not just design counsel, but a strong handle on sales and category trends in the wine space, a winning combination.”

    Dennis Carr
    Vice President Marketing
    Charles Krug Winery

  • “Coming into a crowded category, we needed to make a strong statement quickly. That's why we chose CF Napa. We've worked with them in the past and found their designs to be contemporary and fresh without sacrificing a quality impression. Their work on Tapeña was especially impressive. The packaging has layers of complexity and the core quality cues that resonate with our target consumers. They also created POS, advertising and website materials that were strategic, consistent, realistic and within budget. We're so pleased with CF Napa's performance on Tapeña that we've hired them for more of our brands.”

    David Brown
    VP, Business Development
    Freixenet USA

  • “You aren't given many second chances in the wine industry to introduce a new brand, but CF Napa gave us that chance with their redesign of the Redtree packaging.”

    Roy Cecchetti
    Owner
    Cecchetti Wine Company

  • “CF Napa brought fantastic ideas and our new Slingshot label was born. The final touch, a bullet hole in a label, brought a smile to everyone’s face – an “aha moment” that reverberates through every market we are in. The instinct to pick up Slingshot from the shelf couldn’t be any stronger.”

    James Stewart
    General Manager
    Slingshot Wines

  • “Elaine, Sara and I at Culmina Family Estate Winery are delighted with the work of CF Napa. They have done an excellent job of executing the strategic vision of the design brief for our brand. They developed our brand's name, many of the proprietary names for our wines, our logo, packaging, marketing materials and signage. The response from both consumers and the trade has exceeded our expectations. The team at CF Napa are professional, responsive and efficient and are a real pleasure to work with.”

    Donald Triggs
    Co-Proprietor & Principal
    Culmina Family Estate Winery

  • “The thought of being able to create a label that would be both unique and true to our vision was not only a daunting task, it seemed impossible. From the first meeting with CF Napa, we had no doubt that they were the best choice for the job. They listened to our story, sifted through our magazine clippings and photographs, and really worked to get a sense of what we wanted our label to feel like. The staff was always available and willing to work with us and always returned emails and phone calls in a timely manner. Because we are such a small producer, the initial investment of label design was incredibly difficult to budget for. It has been by far the greatest investment we have ever made and our gorgeous label continues to make us smile when it turns heads and sparks conversation.”

    Steve and Stephanie Domenichelli
    Owner-Winemakers
    Domenichelli Wines

  • “Beyond their creativity, what sets the design team of CF Napa apart are their responsiveness, practical, cost effective approach, and flexibility in meeting the client’s needs. They work within budgets, respond quickly to electronic mail and telephone calls, and meet deadlines.”

    Patricia M. Rock
    Proprietor
    Saracina Vineyards

  • “Effective marketing and brand image are paramount to a winery’s success. Beyond the excellent reviews we’ve had over the years for our wines, we’ve had as much positive feedback on our brand packaging. There is a distinct art to creating something esoteric and unique, yet appealing and elegant. I have worked with CF Napa through the years and I am a perfectionist by nature. CF Napa has worked patiently with me, showing tenacity when I declined proposed concepts, exhibited flair when I called for it, and exercised creativity in spades. I wouldn’t consider going elsewhere!”

    Claus Janzen
    Proprietor
    Bacio Divino Cellars

  • “Dave and his team have an amazing ability to capture a brand's essence. With very little input, they were able to create a design that was well beyond my expectations. They are extremely professional and a pleasure to work with.”

    Joel Aiken
    Steve and Stephanie Domenichelli

  • “Working with professionals like CF Napa never seems expensive once you have already paid amateurs.”

    Gary Finnan
    Partner
    GFC Marketecture LLC