CHALLENGE
Refreshing a brand identity for a vineyard presents a unique challenge of balancing the known image and retaining awareness while at the same time innovating and pushing both the visual and message forward. Vineyards often carry a rich connection to the land and community, so a deeper messaging motif should be considered…every choice has meaning! Additionally, given the nature of the main product, the new identity needed to convey the vineyard’s story, quality and authenticity while also feeling contemporary, visually striking and being imbued with an inherent shelf presence. This harmony requires a balance struck through all considerations: typography, color palette, messaging, web presence etc. The ultimate goal: the new branding must resonate with audiences old and new.

RESULTS
The solution for launching RWV’s new brand identity exists within a creation of a cohesive and authentic experience that reflects their story. Ultimately, as with many large branding exercises, establishing a relationship with the client and truly listening to their story and goals is what creates a lasting and memorable brand.

The new Ryan William Vineyard logo is a clean and sophisticated mark that incorporates but contemporary and traditional typography and visuals. The bouquet mark, now synonymous with the brand, was born of an original rowboat motif, harkening to Seneca Lake. The new “boats” soon evolved into petals, with each petal conveying one of the 3 pillars of the brand, pointing on a circle that subliminally gives the allusion of convergence. Each color of the palette, both modern and striking while soft and natural, continues this representation.

With the brand identity established, the elegant new mark made its way to packaging and print. Addressing a previous challenge of limited flexibility, the new RWV labels are designed in a way that offers a more viable path to unique variations, color ways and specialized packaging. The final mainline and Reserve labels feature palettes of all brand tones along with embellishments such as gold foiling, high-build gloss varnishes, embosses etc.

Finally, a modern web presence that showcases the vineyard was required. An emphasis on design, as well as messaging and imagery that authentically conveyed the brand were employed. Ultimately, the website was built to convey a “virtual visit” type of experience, with a user-friendly platform that showcases product, history, ethos as well as all amenities offered by Ryan William Vineyard…a hub for loyal patrons and new visitors to come.