[S]ome redesigns are subtle and slightly refreshed. Change a border, enhance a background, and update a brand mark. Others are more intense and can breathe new life into a brand in need of rejuvenation. A clever Voicebox associate once compared the varying degrees of package redesign to cosmetic surgery, describing the level of departure from the original as follows:
2. Tummy Tuck
3. Gender Reassignment
Based on that scale, we’re proud to be a solid 3 with Lot 96. The redesign was a complete overhaul; from bottle shape, label shape, both brand and sub-brand marks to paper, imagery, color palette, and finishes. We essentially started from scratch, much like the winery itself has in recent years with its new winemaking team, practices, and processes.
Best known for its flagship varietal, Petite Sirah, Lot 96 commemorates Foppiano’s founding in 1896. The redesign celebrates Foppiano’s rich heritage with a bold and contemporary numeric lock-up and striking color palette, which is offset by a vintage photo of Louis M. Foppiano signifying one of five generations of Foppiano descendants to take part in the family wine business.