Knudsen Vineyards
Founded in 1971 by Cal and Julia Lee Knudsen, Knudsen Vineyards is one of the most storied, pioneering, and historic winegrowing families in the Willamette Valley. Today the Knudsen Family is working on expanding the business and their brand with new packaging for their wine, and a beautiful new tasting room at the vineyards in Dundee, Oregon.
We partnered with KV in 2019 to refresh their brand identity and develop three new wine tiers: the Family Series, Talking Blocks, and Founders Series.
Opportunity→
Our strategy work with KV determined that we needed to communicate the following brand attributes: quality, history, elegance, strength, sophistication, and approachability. We designed the entry-level Family Series to be accessible and beautiful–the labels feature various native plant species found on the vineyard. The mid-tier Talking Block Series packaging tells the stories of the various pairings of vineyard blocks on the property. These labels feature the details and history of these blocks. The Founders Series tier is imbued with high-end quality cues featuring Cal and Julia Lee Knudsen, intentionally honoring their founding legacy.
Result→
Five years later, Knudsen Vineyards is continuing its heritage by creating outstanding wine in the Dundee Hills and Willamette Valley. The wide audience that enjoys wine at the KV tasting room and online sales includes all ages and demographics, and our packaging has successfully created a strong connection to quality, elegance, and approachability.