Mike and Mary Colhoun, the founders of Sonoma Valley’s Landmark Vineyards, had very specific ideas when it came to their labels. They were looking for small, incremental refinements. I learned that following my first presentation. I thought that incorporating their long family association with the John Deere Tractor Company might be a good idea. While they liked the approach, they wanted to retain the basic formal look of their original design.
Refinements can be achieved by elevating certain design elements. The addition of tiny vertical lines in the Landmark letterforms, adding alternating gold and black foil to each line and gold foiling the stylized Landmark “L” lifted the execution. We did the same thing with the border treatments. Selecting a laid paper finish added interest as well. Each change, however small, contributed to the whole.
We didn’t move mountains with the design refresh but we did raise the bar. Landmark’s premium Chardonnay and Pinot Noir were given a little more respect. The wines deserved it.