Parducci Wine Cellars

A legacy refined for the now

As Mendocino’s longest-standing winery, Parducci has endured Prohibition, embraced sustainability, and earned a reputation for quality. The rebrand brought renewed clarity to that legacy—infusing classical roots with modern intent and shelf-ready simplicity.

Objective:

Refresh the visual identity and packaging of Parducci Wine Cellars to reflect its heritage, craftsmanship, and commitment to quality—while preparing the brand to compete in today’s premium shelf landscape.

Approach:

1. Define the brand strategy, positioning, and creative brief through research and client insight

2. Develop visual concepts that unite Italian winemaking heritage with modern design principles

3. Design a flexible label system across varietals and bottle structures

4. Execute the full packaging system, including front and back labels, corks, inserts, and sales materials

Perspective:

Parducci has always stood for character, craftsmanship, and resilience. Our task wasn’t to reinvent that—it was to refine it. The new system is pared-back and purposeful, honoring the past while confidently stepping into what’s next for California wine.

Collaborators:

Calligraphy: Martin Schmetzer