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Wine label graphics draw on Americana

Vintage general store signs and old California fruit crate labels provide the inspiration for new label graphics for Sonoma County-based Murphy-Goode’s classic wines.

Pw 183581 Murphy

The history of Murphy-Goode Winery of Geyserville, CA, is deeply rooted in Sonoma County, dating back more than 30 years. Recently, the winery decided to update the aesthetics of its packaging label to reflect the brand’s heritage and key wine quality cues.

Says Murphy-Goode Chief Marketing Officer Caroline Shaw, “We wanted to create a label that celebrates Murphy-Goode’s deep heritage in the region’s agricultural and winemaking community and embodies the core brand values of handcrafted, unique, and authentic.”

Beverage branding and packaging design firm Swig Studio led the project, drawing on Murphy-Goode’s agricultural roots in the Alexander Valley wine region with an emphasis on craft. In their efforts, Shaw says Swig was inspired by vintage general store signs and old California fruit crate labels, “evoking a time when people tended the land, grazed livestock, and grew fruits and vegetables.”

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