WINE BRAND STRATEGY
Your Brand’s Foundation
CF Napa’s DNA process develops brand strategy for building a new brand or repositioning an existing brand. We develop the strategy that sets your brand’s foundation – connecting mission, brand promise, and your consumer.
Through our DNA process, we define and create a brand ethos that:
- • Differentiates your brand from competitors.
• Sets a foundation and voice for communication that builds trust and loyalty with consumers.
• Provides a brand platform to ensure consistency across all brand touchpoints.
• Connects your brand with your consumer.
About Us
For 50 years, CF Napa Brand Design has set the standard in the drinks industry. Under the leadership of Owner & Creative Principal David Schuemann for the past
24 years, we have developed and restaged countless brands through story, packaging, and visual ethos.
CF Napa’s expertise lies in our process—from project conception to conclusion, we balance listening with leading to execute solutions rooted in strategy that connect strongly with consumers and drive sales, whether in the domestic or international marketplace.
- • Alcohol Brand Experts
- • 50 years of experience creating strategic solutions.
- • Materials & sourcing experts, with best-in-class vendor relationships.
- • White glove from start to finish.
Brands We Have Helped
The brand relaunched with the new look in June of 2021 with the 2019 vintage - the wines sold out in 10 months. The 2019 vintage contributed to a 40% depletion growth in 2021 and then a 37% depletion growth in 2022. The category was previously experiencing an average of 5%-7% depletion growth. Clos du Val often refers to themselves as the “oldest new brand” on the market and has found that the new design reclaims the terracotta color as a point of difference and iconic calling card of the brand. The usage of the color as well as the switch to a lighter cream-colored capsule has greatly improved shelf pop and contributed to noteworthy growth in fine wine stores as well as on-premise sales.
See The Full Case Study
The new look was released in July 2021 in tandem with the opening of the winery’s new tasting room. This perfect timing allowed for the winery to do a complete relaunch that positioned the brand in a more luxury space from multiple consumer touch points. The design has been extremely well received by customers that visit the revamped winery as well as the Baldacci family.
See The Full Case Study
In Our Clients ’ Words
“CF Napa knows and understands the Luxury and Fine Wine categories. They are very good at listening to the client’s brief and then developing a system of creative design. They have great account representation and are extremely responsive to the client’s zigs and zags.”
Mike Holden
CEO
Clos du Val
“CF Napa was able to take our vision, and while it may have felt all over the place and lacked direction, they took it and put together packaging that was better than our wildest dreams. The attention to detail was second to none, and the end product was something we had dreamt of, but to have it come to life was amazing.”
Michael Baldacci
Director of Winemaking & Vineyards
Baldacci Family Vineyards
“We interviewed dozens of the world’s most famous label designers and with no margin for error or missteps in reimaging the Revana brand and the CF Napa team was the right choice. They guided us through thoughtful processes and planning that was paramount to creating the identity that allowed us to create one of the most powerful labels we could have imagined. Revana collectors around the world have sent us photos of the labels telling us how much they love them.”
Jeff Lewis
General Manager
Revana Family Vineyards
Drink With Your Eyes®
Every day we make countless decisions based on the sensory information available to us, and many of these decisions are subconscious. In the aisles of stores or online, when we are not afforded all our senses, we often must make choices based solely on the appearance of a product.
We drink with our eyes.
This is our foundational belief at CF Napa Brand Design. Visuals profoundly impact consumer decision making. When done strategically and perfectly matched to the consumer and the brand promise, the look and feel of the packaging captivates the consumer in three ways:
- • Encourages trial of your brand over others in the marketplace.
- • Reinforces quality of your product while they are enjoying it. Consumer testing verifies the power of packaging. A consumer may like or dislike an alcohol beverage when the only difference is the packaging; falling in love with the product when it is poured from a package they like and disliking the same exact product when in a package they don’t like.
- • Assists recall of your brand when they are ready to buy again.
Awards
