Established in 1980, Chimney Rock’s story unfolded as Hack and Stella Wilson acquired a 180-acre estate on the east side of the Napa Valley’s Silverado Trail, complete with a golf course. Their Cape Dutch-style country house laid the foundation for estate vineyards, with the premier vintage emerging in 1984 from the initial 59 acres of red and white grape plantations. The iconic Cape Dutch-style winery and tasting room were added in the early 1990s. In 2000, one of the U.S.’s most successful fine wine importers, the Terlato Family, acquired Chimney Rock, shepherding only the highest standards in viticulture and winemaking, aiming to elevate its status in producing world-class, artisanal Cabernet Sauvignons. 

Chimney Rock packaging has maintained the basic aesthetic since its initial launch in the 80s. The label no longer reflected the value of the wine nor resonated with the current consumer. As part of the Terlato team and lead creative, I strategized a way to increase brand relevance by instilling a higher quality and modernizing the package, while maintaining the core consumer base and attracting the next generation of ultra luxury wine drinkers. In-hand treatments were added along with a more premium paper stock to evolve the label. In addition to creating a more realistic dieline representing the winery facade, I also commissioned an external illustrator to redraw the illustration. Over the years, the portfolio has grown extensively with Bordeaux offerings, so another challenge facing the brand was a lack of differentiation. To distinguish the different price points and highlight the special single vineyard cabernets, I helped to develop a tiering methodology and created a clear distinction of graphic architecture. Overall, the refreshed packaging capitalizes more successfully on Chimney Rock's sense of place and luxury winemaking standards.