E&J Gallo Winery asked us to rebrand one of the growing brands of wine in their portfolio, Dark Horse, a modern expression of wine from California. Dark Horse is a brand known for delivering surprisingly exceptional wine at an affordable price.
By focusing on perceptions of quality and taste, along with a bolder, more uplifting brand story in both packaging and communications, we set out to create a visual world and a 360 branding portfolio for Dark Horse as it boldly moves forward to reach new consumers. Our approach was to elevate the brand’s quality and premium perception and consider the entire packaging portfolio. We redefined what is possible for the brand, starting with a new look and feel through the label design, elevating and refreshing the packaging to match the quality and taste that the brand is known for by its loyal consumers.
Brand Renovation, Visual identity, Packaging design.