Rebranding Grey Wolf Cellars to GREY involved creating a new identity for their flagship wines. Taking inspiration from Rorschach tests, this new identity was one of mystery, elusiveness, and open to your own interpretation.
A custom expressive watercolor pattern was created for each varietal, reminiscent of an inkblot test, encouraging the consumer to find the wolf within. Along with the label design, we created custom copy for each varietal, further extending the wolf concept and crafting a cohesive story across the brand.
Formerly the home of winemaker Joe Barton’s parents, our overarching goal for the redesign of the GREY tasting space was to give it more of the modern, clean feel that the wine labels would also share, without losing its charming, rustic feel and its special connection to the Barton family.