CF Napa Refreshes Historic Napa Valley Wine Brand

As one of the original wineries of the famed Stags Leap District and an American entrant in the historic 1976 Judgment of Paris, Clos du Val is a Napa Valley legend. CF Napa was tasked to consult on the brand’s tiering structure and then refresh the brand logo and packaging--returning the brand to its former status and appropriate pedigree. The new packaging would need to incorporate a more youthful freshness combined with a sophisticated French sensibility to honor the founding family’s ties to Bordeaux. The Clos du Val wordmark was refined to be more readable, and their Three Graces icon was redrawn to be more representative of the sculpture on which it was based. Both a positive and reverse version were developed so that the logo could be easily used across a wide range of mediums. The Red Blend, Napa Valley Cabernet Sauvignon, and new Yettalil wines used the brand’s historic terra cotta color. For the Estate tier, The Three Graces portrait was accentuated by a debossed frame and accompanied by minimal text to provide the understated elegance of a fine art piece. A handwritten vintage date accentuated the exclusivity of this sophisticated wine. CF Napa was engaged to simultaneously redesign the Clos du Val website. The new site needed to evoke the brand’s friendly, youthful personality while respecting the winery’s pedigree as a Napa Valley icon. Additionally, the website needed to streamline the user experience and path to purchase. The solution was an editorial-style site with expansive full-color header photos set against a neutral toned background. A simplified and restructured menu along the top allowed for simpler navigation. The online wine shop was moved to the first page on the menu, making it easier than ever for the consumer to purchase and enjoy their favorite Clos du Val wines. The strategically concise copy reinforced the brand’s warm persona while inviting the reader to learn more about the history of the winery.