Rebrand Project – Van Westen Estate Vineyards, rooted in over 50 years of family tradition on the Naramata Bench, has evolved from being the largest cherry producers in the area into crafting exceptional wines in British Columbia, Canada. The quality speaks for itself, earning themselves numerous awards and selling out effortlessly.

The creative challenge was to assess their current context and identity issues surrounding their brand, positioning, assets, and competitive landscape. I was then tasked to present a new identity that better serves the client, along with a graphics standards manual and supporting brand assets.

Recognizing the charm inherent in their upfront and casual nature, the brand strategy needed a shift – maintaining their rugged authenticity but with an elevated touch. Crafting premium wines without the need for boastful claims, Van Westen has repositioned themselves from a once $35 bottle to a $55 bottle, embodying a confident, premium identity.

Celebrating their roots, the Van Westen identity embraces modern hints to Dutch typography with nuanced letterforms, as a subtle rebellion against conventional luxury. The deliberate separation of letters entices a second look, prompting curiosity about the family name.

Notably, the 'V' of 'Van' becomes a symbolic bridge to their iconic wine-naming structure, highlighting their commitment to doing things differently. 'Van,' echoes its Dutch meaning of 'from' or 'of,' rooting the family's journey from fruit farmers to award-winning winemakers in British Columbia. 'West' is a nod to their migration from the Netherlands to the Canadian west coast. This intersection of heritage and landscape mirrors the exceptional qualities of their wine – A blend of tradition and innovation, grounded in the landscape of the Namarata Bench.

The "daisymill" icon featured is a reference back to Dutch windmills, embodying resilience and innovation with the daisy at its core as Netherlands' national flower, speaking to strength in the unassuming – a fitting symbol for a winery that thrives on the unexpected intersections of humility and the pursuit of becoming an award-winning winery in the heart of BC's wine country.

Each Van Westen wine label displays a unique composition that combines typography, rhythm and art. The compositions take inspiration from the essence of each blend, creating labels worth taking a closer look at. Their commitment to an unfiltered journey from grape to glass strips away the fluff, resulting in bottles that are a statement piece of their own. For example, their 2018 Vulture displays a label-less label embracing unpretentious sophistication and poking fun at the collective nature of the wine industry – pushing forward the idea of going against the grain to craft wines that redefine the fine wine experience.

Overall, Van Westen's brand is a testament to the value of being on the right track from the start, a commitment to cultivating what matters, and a belief that the grass is greener where you water it – capturing the essence of wine that is truly of the earth, echoing the wisdom, warmth, and enduring legacy of the family that is redefining the fine wine experience in BC.