Two logos. Three problems. One solution.
After investing decades of equity in a Benziger logotype with a dramatically swashed ‘ziggy’ Z, Benziger had begun using two separate logos: one for retail packaging, another for company materials and estate wines. This approach had 3 major deficits: 1) Having two logos made it very difficult to establish a consistent brand identity. 2) A ‘corporate’ logo sent the wrong message for a family winery like Benziger. And 3) neither logo was upscale enough to reflect Benziger’s new portfolio of small-yield, sustainably produced premium wines.
After investing decades of equity in a Benziger logotype with a dramatically swashed ‘ziggy’ Z, Benziger had begun using two separate logos: one for retail packaging, another for company materials and estate wines. This approach had 3 major deficits: 1) Having two logos made it very difficult to establish a consistent brand identity. 2) A ‘corporate’ logo sent the wrong message for a family winery like Benziger. And 3) neither logo was upscale enough to reflect Benziger’s new portfolio of small-yield, sustainably produced premium wines.