Wine negociant Joseph Carr created the Josh Cellars brand as a tribute to his larger-than-life father. Josh Carr senior was a veteran who loved tinkering in his garage as well as stock car racing. We were asked by Deutsch Family Vineyards to evolve the Josh Cellars brand into touch points that would engage the retail consumer.
Our starting point was the original label which features a hand-drawn logotype created by the winemaker’s mother. The formal, elegant script seemed to be a fun juxtaposition to the bold and irreverent back story of Josh the man. We felt that merely replicating the Josh label on the case shipper would not create the sufficient stopping power required for the retail environment. While culling through Carr’s trove of family photography, we discovered a photo of Josh confidently leaning against his vintage automobile which became focal point of the case shipper design.