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Bold, debossed label gets small-lot winery in the game

Caliza Winery uses modern, yet elegant labels that combine visual intrigue with a strong, tactile feel to create a high level of differentiation.

Pw 2586 Vineyard

Caliza Winery, a boutique, family-owned winery in Paso Robles, CA, specializes in small lots of quality Rhône-styled wines. The winery produces handcrafted varietals that are bold, yet elegant, including red, white, and rosé.

Carl and Pam Bowker launched the brand in 2008 amidst a very competitive marketplace. According to a report, “A Signature California Industry: California Wine,” by the Wine Institute, California is America’s top wine producer, making 90% of all U.S. wines. In 2009, California had nearly 3,000 wineries, predominantly family-owned.

Making marketing even more of a challenge for Caliza, the company is a limited-production wine producer, with the majority of its wine sold directly through the winery’s tasting room. The balance is sold at select specialty wine retailers and upscale restaurants, as well as online.

To establish their wine as a premium brand, the Bowkers needed a label that combined visual intrigue with a strong, tactile feel to create a high level of differentiation. Looking to capture consumers’ attention at shelf, the winery turned to Redbarn Marketing, a marketing communications company specializing in the wine industry, to design the label.

“Caliza Winery came to Redbarn Marketing with the intent to stand out in a sea of uniformity,” says Redbarn owner Scot Burns. Wanting to depict the free spirit of the winery owners, along with the artisanal qualities of the wine, Redbarn designed the label to prominently feature the word “Caliza,” which is Spanish for limestone—found in the soil in which the vineyard is planted—handwritten in a scribbled fashion. The text looks as if it were done very quickly with a broken feather quill-tip pen.

The text was purposely designed to be hard to read, in the hope of capturing consumers’ attention and get them to focus on the label. In addition, a heavy debossing technique was used on the Caliza brand signature.

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