The Brand. The Myth. Cuvaison.

Since 1969, Cuvaison has helped make the myth of Napa Valley a reality, steadfastly crafting Chardonnay, Pinot Noir, and select varietals grown on their Los Carneros estate vineyard. Their mission remains true to these roots. And so does their wine. From brand strategy and messaging, to identity design, packaging, and a new website, a ground-up brand initiative re-positions and re-imagines the Cuvaison brand to carry their legacy forward within a modern craft context.

A Return to Brand Roots

The initiative began with core brand messaging, a narrative based in the craft and independent spirit of the early days of Napa Valley. From that foundation, and taking inspiration from 1970s labels, brand connections to legacy, modernized for present and future, emerged. Original letterforms and a stained glass illustration became recurring visual threads, along with a color palette that combines the timeless craft of gold, with the natural tones of Cuvaison’s Los Carneros estate. And a "True to Our Roots" credo took hold.

Truth in Packaging

A comprehensive overhaul of bottles, labels, and club packaging brings the new brand forward to consumers and retail channels. Design is nuanced to balance craft and sophistication. Every detail — from the capsule and end cap pattern, to emphasis on the 1969 established date, to the historic arched label distinction of The Estate series — is designed to both enhance retail recognition and reinforce the grounded brand promise.

Connecting to a Working Winery

The concept of a working winery connects to Cuvaison's digital destination. Everywhere, a return to the real Napa Valley feel filters through a modern, high-end lens. History and process unfold alongside bold bottle shots and people-focused imagery, inviting users to visit the winery and share the experience. Type is an elegant blending of serif and sans, to achieve a contemporary feel. Big bottle shots, in an almost unwrapped state, position wine as the precious gift it is.


The Once and Future Cuvaison

What the re-imagined Cuvaison brand communicates is that the real Napa Valley — the one that existed before Napa Valley was a brand in itself — is no myth of history. It’s as real today as it was in 1969. You find it at Cuvaison when you are welcomed into the winery, when you visit their site across all modern tech devices, when you unwrap or uncork or unbox their wines, and, most of all, you experience it with every sip you take. The true Napa Valley remains from before it was a brand.

Launch Website