Bonny Doon Vineyard

A system as whimsical as the wine

With decades of irreverent storytelling under its belt, Bonny Doon was ready to bring cohesion to its label system—without losing the charm. The task: evolve what works, redesign what doesn’t, and craft a flexible identity that could stretch across SKUs and still feel delightfully Doonish.

Objective:

Modernize Bonny Doon’s label system while retaining its offbeat personality—bringing clarity to the brand’s shelf presence and alignment across varietals, cases, and sales collateral.

Approach:

1. Audit the existing brand to identify gaps and guardrails for evolution

2. Explore new label concepts that stretch across packaging and sales materials

3. Design a cohesive system that balances legal, visual, and storytelling elements

4. Execute final design across labels, shipper, and collateral system

Perspective:

Bonny Doon doesn’t behave like a typical wine brand—so its packaging shouldn’t either. This project was about creating a system with just enough structure to scale, and just enough mischief to remain unmistakably Bonny Doon.

Collaborators:

Steve Noble