I met Tom and Steve Beckmen in Los Olivos, California, in the heart of the Santa Ynez Valley wine growing region. They had just broken ground on a new 365 acre vineyard on nearby Purisima Mountain. They were looking for minor changes in their branding for their Rhone style grape varietals.
I presented two concepts. The first one was, as requested, a variation on their standing label. My second presentation was entirely new. It featured an oak tree, which, at the time, was being protected by Santa Ynez environmentalists. To my surprise and delight, they selected the new concept. The brand has remained in-place for over 18 years and is still an icon in the Santa Barbara appellation and beyond.
Few clients will spontaneously abandon their existing branding and adopt an entirely new direction. Beckmen Vineyards did just that and I am still appreciative of their decision.