Overview and approach
The successful wine group behind the Clarksburg brands Silt Wine Company and Muddy Boot Wine, Ogilvie Merwin Vintners, engaged Honey to create a new wine brand with a breadth of SKUS for national retail distribution. Working with owners David Ogilve, Phil Ogilve, and Tom Merwin our team brought their vision to life with authenticity and acute understanding of retail for the wine industry. Although yet to be widely known to the masses, the quality of Clarksburg wine and grapes exceed expectations of California wine. The goal with the new product line was to unveil this emerging wine region to the rest of the nation.
The inspiration for the name was driven by the values and experiences that make the Clarksburg region thrive. After many brainstorm sessions (and a few glasses of wine), Fellow was born. As a tribute to the Clarksburg community, Fellow represents our friends, farmers, neighbors, winemakers, and family.
The expressive, hand-lettered script sets the tone for the Fellow brand. Connecting the L’s in the center of the word Fellow represent friendship and camaraderie. Juxtaposing the masculinity of the name Fellow, the brand features softer tones of California Delta-inspired colors and a modern, minimal composition to appeal to a more sophisticated audience.
When the client first came to Honey, we were tasked with creating a brand for a product line consisting of 6 wines. However, once the client presented the brand to the distributor, they requested another varietal because they believed in the design and story we created together. One challenge we faced was to strategize the colors of the product line so they work together as a whole (maintaining the integrity of the Clarksburg/California Delta inspiration) while ensuring each wine worked as stand-alone products–they’ll most often they will be seen in a retail setting amongst other wines of the same varietal. As finishing touches, the Fellow lettering features matte black foil with a subtle emboss, all on a soft cotton paper stock.