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August 2012
Case Study: The Rebranding of Adelsheim Vineyard
Willamette Valley winery blends past and future into new label designs.
by Michael S. Lasky
Adelsheim Vineyard in Oregon’s Willamette Valley had basically the same label since its beginnings in 1980. David Adelsheim knew a label change was needed. Indeed, an entire rebranding was long overdue. While a bottle label change takes serious and deliberate consideration, do 35 go-a-rounds in the elimination process seem a bit much? “No, 35 rounds is not normal at all,” admitted Catherine Douglas, Adelsheim’s marketing director. “The original estimate from our de...
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