The primary objective of the redesign was both to revitalize the brand by increasing its shelf presence and to increase premium quality cues.
CF Napa began by accessing the brand’s key equity elements; the morning lark inspired by Shakespeare’s “A Midsummer’s Night’s Dream” and the illustration of the Napa Valley countryside. CF Napa re-envisioned the lark to be more iconic, detailed and less whimsical and increased both its size and dramatic prominence on the label. The landscape scene was illustrated to be more accurate to the look of the vast Napa Valley. The Oberon wordmark was redesigned to be more readable and premium. The final touch was a gloss hi-build to highlight the lark, catching the light as the final wink to grab consumer attention.