California Roots

Packaging

The California Roots brand was especially designed for Target. The brand showcases the spirit of casual California wine offering a range of varietals priced under five dollars. The packaging evokes the graphic language of country roads, state fairs and agriculture. With the right combination of shelf appeal, taste and price, California Roots has been a runaway success with over a million cases sold and eye-popping store displays across the country.

In addition to typography inspired by agricultural signs and state fairs, we incorporated the California bear icon and state star and map. A vibrant color palette and farm-inspired visual language comes together for this fun value wine.