This tier was going to be positioned between Clif’s Napa Valley wines and their Howell Mountain Single Vineyard wines. The design needed to visually differ from the rest of the portfolio while still following the design system developed by CF Napa. Further still, Clif wanted to emphasize sustainability and communicate the vineyard’s certified organic qualification clearly.
CF Napa simplified the iconic bike gear and chain illustration and the arrangement of wine data, giving the design a more premium look as well as providing a hat tip toward the brand’s emphasis on sustainability. ‘Certified Organic by CCOF’ was clearly laid out on the back label. The label color was shifted to a classic gray— a subtle cue to the tier’s position in the portfolio between the cream-colored Napa Valley Tier labels and the black Howell Mountain labels.