A wine called Palo Alto Pinot Noir deserves a special and unique visual presentation. Fetzer Vineyards engaged Affinity Creative Group, Mare Island, California, to walk a fine line that was both literal and imaginative. The client and design firm focused immediately on the idea of “a connector.” It was a “no brainer” to begin with a visual focal point reminiscent of a computer IC chip. It is literally a “connector” and it reflects a connection to the technology and the visionaries that emerge from the Silicon Valley area. The challenge was making it ownable, interesting and appropriate for display on a wine label.
Affinity developed a stylized rendering of a “chip,” and added nuanced details, such as the “connector redwood” imagery within the chip itself. This underscores the english translation of the brand name: Tall Tree. The firm also chose a black, white and silver gray, tone-on-tone palette, along with a contemporary sans-serif font for the brand name.
Internal creative staff at Fetzer elected to list the vintage date in a clever way that references the latest and greatest release of a new market breakthrough. They also specified a distinctive label paper stock and printing methods that permits use of monochromatic inks while still providing shelf impact. The result is an original approach, combined with a deliberate point of view, leading to a distinctive and unexpected outcome.
Design by: Fetzer Vineyards InHouse Creative & Affinity Creative Group
Printing: Grigsby Label
Photography: Bruce Shippee
