After working with Crimson Wine Group on a packaging evolution for Seghesio Family Wines, their executive team approached us with another exciting design challenge. With the company under new leadership and having completed a company re-envisioning process, the previous logo felt dated and lacked personality. The new logo needed to evoke the brand’s essence “a little different, a lot better.”
We started off asking the stakeholders a series of questions to learn about Crimson Wine Group’s history, values, mission, and get their perspective on what the most important functions of the new logo would be. After completing a real-time collaborative visual audit of contemporaries and inspirations, we discovered that while Crimson Wine Group is a publicly traded and forward-thinking company, they operate more in line with the world’s great family wine estates, stewarding their land and crafting high-quality wines that are expressions of the exceptional regions they’re grown in.
As the parent company for seven wineries located throughout the West Coast, we explored themes of holistic imagery, diversity and sustainable farming. The end result was a sunburst icon, the lines of which together become the letter “C". The gradient of reds and purples represent the variety of wineries and wines that make up the Crimson portfolio. A sophisticated word mark anchors the energetic icon and variations were created for large, small, one-color and black and white applications.
