Jamesport Vineyards Rebrand
Designer: Cait Bender
Project Type: Student Project
School: University of Louisville
Course: Identity Systems
Tutor: Dr. Steve Skaggs
Location: Louisville, KY, USA
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing
Jamesport Vineyards is a three-generation, family-owned vineyard in Jamesport, New York. Jamesport’s current branding is inconsistent, with a static logo and mismatched packaging. This proposed system brings a more cohesive aesthetic across their products and brand. As a small family business that is now growing into a major competitor within the wine industry, they need to be recognizable anywhere their brand appears.
The new monoline script logo is fresh and elegant, while also retaining a minimal vineyard identity. The wine bottle packaging is essential to the new brand. For most customers, the bottles are their first point of contact with the new Jamesport Vineyards. They are solid white, not only to stand out on shelves, but also to keep the wine perfectly aged by reducing light exposure. Each collection features its own decorative ring so that consumers can easily differentiate between their favorite wines. This new look solidifies Jamesport as an up-and-coming competitor with a rich tradition that will live on for generations to come.
These wine bottles embody the new branding with class and simple elegance. They are not only eye-catching on the shelf, but also functional in preserving what's inside. Paying careful attention to the type treatment, the label's minimal design is complemented with Gotham, a new geometric sans-serif, and Merriweather, a sturdy, pleasant-to-read serif.