Kenwood Vineyards Rugged Elements

Kenwood Vineyards Rugged Elements Wine Packaging Design & Logo
Pernod Ricard came to CF Napa to redesign the single vineyard tier for Kenwood Vineyards inspired by its new name - Rugged Elements - and each of the vineyard’s unique elements.


Pernod Ricard


United States

Project Scope



2020 GDUSA - American Graphic Design Awards

2021 GDUSA - American Package Design Awards

2021 Packaging of the World

2021 Packaging of the World - Packaging You Shouldn't Miss in April 2021

2021 Packaging of the World - Top Packaging Projects of 2021

2021 San Francisco International Wine Competition - Silver

2021 World Brand Design

2022 Graphis Design Annual - Silver

Kenwood Vineyards Rugged Elements Wine Packaging Design & Logo
Kenwood Vineyards Rugged Elements Icon Detail
While their current design looked premium, it shared a look too similar with their lower tiers and it was extremely difficult to tell the various wines from one another, causing confusion for tasting room staff and consumers.
The new line of wines is completely unique from the other Kenwood Vineyards tiers while stylized photos provide easy differentiation between the SKUs. Each label utilizes a bold, black-and-white photograph of a natural element that is unique to each of the vineyards.
Kenwood Vineyards Rugged Elements Label Design Detail
Brand Strategy
Story Development