The brand was Scout & Cellar’s first retail-distributed brand and was slated to debut nationally exclusively at Target. It was extremely important that the packaging clearly convey the brand’s Clean-Crafted Commitment®, focus on sustainability, and captivate the core Target consumer.
CF Napa sought out illustrations of native California flowers and pollinators and fashioned them together to create a unique nature scene for each wine. The artwork and the absence of capsules emphasized the brand’s naturopathic approach to wine. Soft pastel colors were utilized to complement the wines, the illustrations, and further assist in SKU differentiation.