CF Napa Refines VR Wine Brand of Mexico

Mexico's Viñedos de La Reina came to CF Napa Brand Design to refresh their VR brand. As the higher-end brand in their portfolio, the design needed to look more premium while continuing to use a VR monogram and crown lockup—a nod to their company name, which translates to “vineyards of the queen.” The founder of Viñedos de La Reina, Roberto Curiel, created the brand to pay homage to his Queen, his wife. As he crafts every bottle of wine, he cements a legacy that will transcend him, enduring for generations, narrating his tale of love and family. The VR Wine line hails from the San Vicente Valley in Baja California, Mexico, and boasts single-varietal wines that represent pure expressions of the grape and vintage. “Drinking them allows us to identify the particular characteristics of each varietal, even noticing how the vintages of the same vine change in a specific plot. This is the essence of our wines and our vision: to develop the maximum expression of each grape so that we can appreciate it in the glass.” CF Napa Brand Design gave the icon the royal treatment by refining the letterforms into a stronger, more contemporary monogram stamped in luxurious gold foil. The label shape was modernized by moving away from the triangle die cut to a classic straight-sided, larger label. A toothy, cream-colored paper gave the design a warmer, more approachable feel. The embossed border detail, beautiful typography, and watermark seal better communicated the quality and pedigree of this well-established brand.