To do that Mondavi called on Deutsch Design Works (San Francisco CA) to create a label that epitomized class heritage and culture. Deutsch created a Caliterra brand image through the depiction of the Caliterra Winery’s century-old landmark “mayten tree” representing the rich Chilean soil and climate. For Arboleda the same tree executed in embossed gold foil creates an ultra-premium look. “Both label designs reflect the impeccable quality of selected grapes from the finest vineyard estates” says Barry Deutsch co-owner of Deutsch Design Works. “Our challenge was to create a family look yet differentiate the Caliterra varietal wines from Arboleda the new ultra-premium wine.” The foil-laminate labels are litho-printed by Bolling & Finke (Sonoma CA) in five colors with an assortment of varnishes (gloss and matte).