Tree-Ring Symbol Conveys Winery’s 110-Year History

The concentric circles of an old, weathered stump at Limerick Lane Cellars become the foundation for a new brand story based on the rich history of the land and the people who worked it.

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After 10 years owning and working the vineyards of Limerick Lane Cellars, Jake Bilbro decided it was time to recast the winery’s brand to be more reflective of the estate’s unique 110-year history. He wanted to convey the rich story of the land and the people who worked it. But how to weave a visual and verbal narrative that succinctly speaks of the land’s magic and the world-class wines it produces? Bilbro pondered these questions for weeks, until one day he found his inspiration.

Ll 1910 B Lock“Often, I find the answers to many questions associated with Limerick Lane in the property itself: the hills, the vines, the rocks, the trees, and of course, my family. This would be no different,” Bilbro says. “At home, where my family sleeps, and the original founders of the vineyard slept, covered with grass and flowers at the end of our driveway lies a section of a tree stump. I have passed by the stump hundreds of times and have never noticed what it was trying to tell me. When I looked closer, I saw the beautiful rings on the stump, and I suddenly understood our brand at a much deeper level.”

The concentric circles of the old, weathered stump signified centuries in time, a perfect representation of everything Limerick Lane embodies. “This evocative image became the foundation for our new brand story,” says Limerick Lane Cellars’ Director of Marketing, Gina Lathrum. “It was the springboard for all packaging decisions going forward.”


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According to Bilbro, the goal was to create something “thoughtful and magical but grounded and humble, much like our wines.”

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