Hillside Winery approached DID in the summer of 2011 with an idea to modernizing their entire brand without a wholesale change to their iconography. Words that came up frequently in our early discussions were 'organic', 'clean', 'rustic', and 'contemporary'. The word "Estate" was also being dropped from their name as it had a tendency to give an impression of "wine snobbery" -- something you won't find a trace of at Hillside.
The first step (as always) was to create the logo. I kept the tower from the previous logo, and removed everything else. I wanted only to use the shadows on the tower, forcing the eye to fill in the rest. A rough edge was applied to give the tower graphic a handcrafted look.
The typeface was chosen because of its simplicity and the fact that the text colour could vary in colour depending on the application of the logo. Applications are to include: product labels, wine glasses, staff uniforms, etc.
Once I handled the design of the new Hillside Winery logo, I set to work on the design of all of their branded print assets -- of which there are many. All of the print stuff had to continue along the brand theme established with their logo; organic, clean, rustic, contemporary. I decided to use a muddy-slash-plastery texture to give the print assets a bit of an earthy feeling. It compliments the exposed plaster found in the buildings at Hillside.
I provided the wine bottle labels to the client with the latin placeholder text you see in the images above. Some of the new wines haven't been tasted yet, therefore Hillside will be writing the descriptors as each type of wine is released.