Lofty
BRANDING, PACKAGE DESIGN
The Putnam Family Vineyards purchased their vineyard site in Lake Sonoma in 1977. After years of selling their grapes to other producers, second-generation vineyard owners Allison Putnam Holton and her husband Matt Holton were inspired to start their own label, Lofty, driven by their passion for high-quality Pinot Noir wines.
The packaging design focuses on conveying the drama of the wine’s provenance within the small canvas of a bottle. The solution was to create a vivid, abstract metaphor as the centerpiece of a 3/4 wrap label. Premium paper stock signals the high quality of the contents, while a blind deboss of the vineyard’s geographic coordinates at the edge of the label adds a sense of discovery for the consumer. A simple serif wordmark allows the graphic to carry the weight of brand recognition.
Photography: George E. Baker Jr.