CF Napa Reimagines Schug Crest

Schug Winery came to CF Napa Brand Design to refresh and restructure their multiple tiers of wine to position the brand for increased distribution. CF Napa needed to develop a packaging system that allowed for differentiation between the various offerings while honoring the brand’s Sonoma winemaking legacy. The designers re-imagined the Schug Winery crest to be more contemporary, allowing its reference to the family’s history as shoemakers to be more impactful. The delicate lines of the new symbol were foiled in gold for a luxurious feel. An ‘S’ was placed at the center of the crest, centralizing the family name. Shading was removed from the wordmark and the font was adjusted for a bolder, more premium-looking brand name.



Following the debut of the new packaging on the Sonoma Coast tier came the launch of the new look for their premium Carneros Tier. For these wines, the crest was placed in the lower right-hand corner like a seal of authentication. A rich laurel green hue added sophistication to the design and set the stage for a packaging system of darker colors signaling increasingly premium offerings.



Based in Napa Valley CA for over 45 years, CF Napa is a worldwide leader in alcoholic beverage branding.