Murphy-Goode Wine Labels Emphasize Vintage Americana


San Francisco-based beverage branding and packaging design firm Swig Studio has designed new labeling for Sonoma winery Murphy-Goode that reflects a rugged California style and an easily approachable message. In their efforts, Swig was inspired by the resurgence of Americana and wanted the label to embody the theme of “Made in America” — a natural fit for a classic American winery.

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“The new Murphy-Goode identity and packaging was inspired by vintage general store signs and old California fruit crate labels,” says Paul John Morales of Swig Studio. “We drew on a time when people tended the land, grazed livestock, and grew fruits and vegetables.” The new label, adds Morales, is intended to celebrate the winery’s heritage in the Sonoma region’s agricultural community and to embody core brand values: handcrafted, unique and authentic.