Peony Lane Vineyard

2022
Creative Direction · Brand Strategy · Brand Design · Shoot Production · Copywriting · Environmental Design · Packaging Design · Social Media Strategy

Peony Lane Vineyard is located in Paonia, Colorado, sheltered between the ragged alpine peaks of The Rockies and barren red-rock landscapes that stretch deep into Utah. In 2020, Ben Justman, took over the vineyard and began to pursue his dream of making it a real business. I worked with Ben in developing a brand for Peony Lane that reflects their commitment to producing high-quality, natural Colorado-local wine that brings people together.

The Brief

The brand identity and label is inspired from the broken-down antique dump truck that sputtered to its final stop alongside the rows of vines and has been there through every season since. It has always felt very symbolic to the family and therefore it felt most fitting to be the highlight of the label. The Peony Lane logo combined with the hand-drawn truck illustration creates a label that feels as natural, authentic, and hand-crafted as the wine itself.

The Brand Strategy

For this vineyard, the most crucial part of creating a strong brand strategy was defining the vineyard's story. The story of Peony Lane weaves in hints of the American dream, a deep love and respect for the land, a yearning for peace and rest "off the grid", and carrying on of a family legacy. This story is the root of the entire identity and led to the line: It's just you and the grapes, skin to skin. Reminiscent of the natural process Peony Lane takes to winemaking, and the connection one feels to the land when in the vineyards of Paonia.