Umbra Rebrand | Alchemy at AMS
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Umbra Rebrand


Crossroads Winery

Brand Strategy
About This Project

CrossRoads Winery came to Alchemy at AMS for a wine label design, but with a new retail location being opened in Grapevine, the time was perfect to apply our brand strategy process to rebrand the entire winery.
We put CrossRoads Winery through our Brand Alchemy process to distill the essence of the brand and begin to create a new identity. Through brand archetype analysis, name exploration, and consumer testing, we arrived at a brand identity and name that elevated the brand image. With more intriguing romance copy along with a new look, we created a consistent portfolio that stands out on a shelf. We are excited to see the Umbra brand come to life in its all new location as it joins the wine-loving community in downtown Grapevine–now open!