CF Napa’s Calculated Redesign for Educated Guess

Roots Run Deep approached CF Napa Brand Design with the goal of redesigning their Educated Guess brand. The existing packaging was causing confusion in the marketplace when placed with their other wine brand, eg by Educated Guess. Creating a clearer distinction between the two brands and elevating the perception of Educated Guess to align with the price point and exceptional quality of the wines and their sourcing were crucial for resolving this problem. CF Napa Brand Design conducted a comprehensive redesign process, focusing on the label hierarchy and organization of brand assets. The brand name, appellation, varietal, and vintage were strategically placed in the center of the label. This central positioning ensured that these key details were clearly displayed and effectively communicated important information about the wine. In addition, the iconic wine formulas on the label were simplified and pulled away from the wordmark. This created a more premium perception, representing the high quality of the wine. The recognizable wine formulas expressed the marriage of science and art that goes into the creating of every bottle of Educated Guess wine. To maintain continuity and encourage brand recall, the redesign retained the color coding from the previous packaging, which allowed patrons to easily identify their favorite Educated Guess wines based on the brightly colored details. By incorporating this familiar visual element, CF Napa Brand Design ensured a seamless transition for existing consumers while reinforcing brand loyalty.