CLIENT : Beckon by Fetzer Vineyards ART DIRECTION : PAVEMENT SF // Michael Hester ASSIGNMENT : illustration for label design
I worked with Michael Hester at the great Pavement Design to create this beautiful gold foil label for Beckon by Fetzer Vineyards. "To beckon means, literally, to summon. Beckon represents the passionate calling felt centuries ago by the earliest Spanish missionaries of California who introduced wine grape cultivation to the Santa Maria AVA – the source of this Pinot Noir. This clear, rich and brilliantly complex wine is the result of efforts by subsequent generations of winegrowers in the region, who strived with each harvest, to perfect this delicate varietal. The label itself speaks to the alluring beauty of that appellation, with gold-foiled illustrations depicting the native flora and fauna unique to that region. The bottle’s vintage feel honors California’s early winegrowers who first heard, and answered, the call to create the some of the country’s finest Pinot Noir."