New Frontier Wine Co Launch

New Frontier Wine Company was formed to house the wine brands of Alejandro Bulgheroni, an International Vintner, Humanitarian, and Conservationist. Our objectives were to create a cohesive and consistent umbrella (parent) brand, from positioning to personality, look and feel, and everything in between.

The core positioning took its lead from the umbrella brand name: a modern expression of the pioneer spirit, with the branding leaning heavily on recognizable icons and symbols of a frontier/western lifestyle – cowboy hat logo and strong, earthy colors, masculine but not too male. The brands housed under the NFW umbrella brand allowed for a wine-centered strategic pillar: the democratization of luxury wine, expressed as “New Frontier Wine Company allows everyone to enjoy a great wine regardless of price.
This strategic pillar guided our design principles for the New Frontier Wine Co. tasting room design. Napa tasting rooms tend to be either very traditional in feel or very modern and minimalist. They don’t immediately communicate, "Come in, relax, be comfortable, stay as long as you'd like; all are welcome. Our inspiration for the tasting room was a comfortable living room. The personality was expressed as follows:
• Comfortable: All are welcome. Relaxed atmosphere.
• Authentic: Natural materials and true to the brand persona. Natural materials extended to merchandise selections and designs.
• Maverick: A reinvention of the traditional tasting room in line with today’s more casual culture.
• Masculine: But not overtly male
• Conversational: Individual pods of furniture create the feeling of having your own space. Tasting room staff instructed to be storytellers, not presenters.

“Disobedience is man’s original virtue. It is through disobedience and rebellion that progress is made.” Oscar Wilde.