NAPA VALLEY, Calif. — Napa Valley’s acclaimed Cuvaison winery is excited to announce the unveiling of new branding, including new packaging for its entire portfolio of wines, and a new website designed to enhance consumer engagement. Cuvaison’s brand development, from storytelling and visual identity through new packaging and website, are the result of a partnership with FINE, a top brand and digital agency based in Portland and San Francisco. Building on Cuvaison’s nearly five-decade history as a leader in Napa Valley Chardonnay and Pinot Noir, the focused messaging coupled with redesigned labels and website reflect a brand strategy and visual identity that celebrates Cuvaison’s rich heritage, while paying homage to Cuvaison’s focus on estate-grown wines, and its historic roots in the famed Los Carneros region of Napa Valley. The new packaging has begun rolling out throughout the U.S. with the release of the 2016 Cuvaison Estate Chardonnay, 2016 Estate Pinot Noir and 2017 Estate Sauvignon Blanc.
“Great wineries evolve. As we approach the milestone 50th anniversary of our founding in 1969, our goal was to design new packaging and a website that convey our story in a way that will engage wine lovers and establish a fresh emotional connection,” said Cuvaison President and CEO Dan Zepponi. “Our new branding is just one element in a process that touches all areas of consumer engagement, from design and digital communications to our hospitality experience, all of which play an important role in how our customers—both new and longtime—connect with us.”
To achieve this goal, the new packaging incorporates several elements that convey the Cuvaison brand story, including front label text that reads, “Proudly independent, we are dedicated to crafting estate grown wines in Napa Valley’s famed Los Carneros region,” and “ESTATE GROWN EST 1969.” Additionally, the new labels use the original AVA name “Los Carneros” to reflect Cuvaison’s long history as a pioneer in the region. While the new labels continue to use the iconic “Wine Glass in Arched Window” image that has long been associated with Cuvaison wines, the image has been updated to reflect a more visually inviting, modern aesthetic, with contemporary fonts, including elegant script, to convey the craftsmanship and exceptional quality of the wines in the bottle. Also designed by FINE, the new Cuvaison website utilizes similar story elements and aesthetics, while offering enhanced, easy-to-use tools for Cuvaison’s customers and club members to learn more about, and interact with, the historic winery.
“Consumers connect with wineries in more and deeper ways than ever before,” said FINE Executive Creative Director Kenn Fine. “These connections need to be honest, memorable and rooted in what makes their brand so great. As one of the region’s great independent estate wineries, Cuvaison has an amazing story of helping to shape the modern age of Napa Valley winemaking, while championing the famed Los Carneros region. In many ways, working with Cuvaison was a culmination of our 25+ years of experience working with luxury hospitality and wine clients.”
Founded in 1969, Cuvaison is one of the pioneering wineries that helped to shape the modern era of California winemaking. Family owned for five decades, Cuvaison is dedicated to making estate-grown Chardonnays and Pinot Noirs from its 200-acre, certified sustainable vineyard in the cool Los Carneros appellation of Napa Valley. Made of this exceptional fruit, Cuvaison’s wines have earned acclaim as quintessential expressions of Napa Valley Chardonnay and Pinot Noir, recognized for their seamless balance and vineyard-inspired character and complexity. To learn more, visit www.cuvaison.com.
FINE is a brand agency that uses the power of brand to make big things happen. We plan, create, and evolve the core brand expressions that define and differentiate companies today. From brand development strategy, through identity and sophisticated digital destinations, we engineer experiences with the brand gravity to pull customers in and make them feel like sticking around. Founded in San Francisco in 1994 and expanded to Portland in 2007, the extensive brand list of FINE clients includes Cuvaison, Symantec, Cloudera, Apple, XOJET, Anchor Brewing, Kimpton Hotels, Ste Michelle Wine Estates, Pernod Ricard and many more. For more information on FINE, visit www.wearefine.com.