When Finger Lakes-based Dr. Konstantin Frank Winery came to CF Napa Brand Design to refresh their Salmon Run wine brand packaging, the label had remained nearly unchanged for 30 years. This consistent look created strong brand awareness, but the label design had become dated over the years and no longer reflected the high caliber of the wine. The wine packaging needed to look more premium to reflect its quality while retaining the brand’s strong equity elements to remain recognizable to the winery’s loyal clientele. Named after the landlocked fish that call the Finger Lakes in New York home, a drawing of the namesake salmon was an integral equity element of the wine brand. CF Napa Brand Design commissioned a refreshed illustration of an Atlantic Hen Salmon by an artist who specialized in natural artwork – the new drawing was more detailed, representative of the Finger Lake area’s salmon, and worked in unison with the brand’s signature blue glass bottle. The cream and green color palette of the previous wine label packaging was replaced with a more modern white and blue motif. A blue faux tax band label highlighted the wine’s Finger Lakes AVA and vintage and pulled together the hues in the illustration with the signature blue glass bottle. The brand’s equity wordmark was refined to create a bolder and more premium expression. A gold foil seal was the finishing touch and a reminder of the family-owned winery’s pedigree in New York winemaking history.