Crushpad is (was) a small-lot, custom-crush winery that gave wannabe winemakers a shot at glory. I was one such customer; I made a barrel of Durell Chardonnay. It was a great experience. So naturally I carried that sentiment forward when I did my first project for them. It was a re-activation letter where we used each client’s personal wine label to rekindle the pride that comes with making your own wine. This mailing did well but not well enough to save the company from a flawed business model.