The Wine Institute is an advocacy group that champions legislation and policy at the state and federal level. The Institute’s export arm, California Wines, promotes sales internationally with consumer marketing and trade events.

As part of our identity refresh for California Wines, we had to maintain some kinship, however tenuous, to the parent brand while distinguishing California from every other wine region. To thread this needle, we started with a hard look at the existing logo to salvage any available inspiration and connection.

With the new mark in hand we produced a comprehensive Style Guide to educate the client’s global trade directors and their local agencies. Which, of course, nobody bothers to read.