Etude

Etude Grace Benoist Ranch Pinot Noir Wine Packaging Design & Logo
Treasury Wine Estates engaged CF Napa to restructure and refresh their powerhouse brand, Etude.

Client

Treasury Wine Estates

Country

United States

Project Scope

Logo
Packaging
Print

Awards

2022 Packaging of the World

2022 World Brand Design Society

2024 Graphis Design Annual - Silver

Etude Grace Benoist Ranch Pinot Noir Wine Packaging Design & Logo
 
Etude Rosé & Chardonnay Wine Packaging Design & Logo
CF Napa simplified and refreshed the Etude wordmark script for a more elegant expression of the brand name. Modern fonts, type stacks, and a subtly sophisticated color palette were utilized to give the label a more clean, contemporary sensibility. Color, technical nomenclature, and label hierarchy varied between tiers and created cues that allowed for greater differentiation and respective increases in price perception. Typography elements were debossed for a letterpressed effect and textural interest. A thin double border provided the finishing touch and a call back to the previous packaging. Toothy, creamy paper stock was used as a foundational way to give the brand an elevated, luxurious feel.
A pioneer in the Carneros AVA known for their exceptional wines, Etude’s packaging redesign kicked off with their flagship wine, Grace Benoist Ranch Pinot Noir. This core product’s package needed to reflect the high quality of the wine while providing a design foundation off which the other tiers could build, always allowing for clear differentiation between offerings.
Etude Fiddlestix Pinot Noir Wine Packaging Design & Logo
 
Etude Grace Benoist Ranch Single Vineyard Pinot Noir Wine Packaging Design & Logo
 
CF Napa brought the new look for the Etude brand to life through their tasting room materials. Each consumer touchpoint was reimagined to be a more premium expression while retaining ease of use and functionality for tasting room staff. The redesigned system included a tasting menu, price lists, tasting mat, shelf talkers, and brand brochure.
Etude Cabernet Sauvignon Wine Packaging Design & Logo
 
For the brochure, CF Napa showcased the refined Etude logo foiled in glossy black on the cover juxtaposed against toothy paper. Etude’s rich story and focus on Pinot Noir was highlighted and supported by historical, sepia-toned photography, vineyard maps, and background on Etude’s Winemaker, Jon Priest.
 
Etude Brochure Design
 
Etude Logo Design
 
Etude Grace Benoist Ranch Pinot Noir Before Wine Packaging Redesign on Left and After on Right
 
Etude Fiddlextix Pinot Noir Before Wine Packaging Redesign on Left & After on Right
 
Etude Heirloom Pinot Noir Wine Packaging Before Redesign on Left & After on Right
 
Etude Napa Valley Cabernet Sauvignon Before Wine Packaging Redesign on Left & After on Right
 
Etude Rutherford Cabernet Sauvignon Wine Packaging Before Redesign on Left & After on Right
Brand Strategy
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Story Development
Naming
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