Pavilion Crossing Wines

Services: Branding, Packaging, Promotional, Web Design

Family owned and operated since their founding, California-based Pavilion Crossing Wines invested in additional technologies and solutions to significantly increase its offering – everything from supply chain management to financial and retail services. As part of a multi-year partnership, I helped Pavilion Crossing envision and activate a bolder, more ambitious brand vision. One that – while still honoring its heritage – elevated the company, moving it from a value brand to a state-wide heavyweight.

My challenge was to build Pavilion Crossing in the minds of its core consumers (ABC1 urbanite women aged 35+) to be the only choice for Rioja, and introduce a sense of fun and dynamism to a “fairly tired, traditional brand”.

Pavilion Crossing’s growth afforded a unique opportunity to more fully integrate its portfolio and clearly express an idea that would redefine the category as a whole. I defined a new rallying cry that was both simple and inspirational: Pavilion Crossing is the best quality mid-priced Californian wine.

The new brand had to meet two requirements to be successful: reflect Pavilion Crossing’s new capabilities and unify the company, both internally and externally. My work included identifying brand and category opportunities, developing a brand strategy, supporting messaging platform and transforming the identity system to reposition Pavilion Crossing Wines as a leading brand within the Northern Californian wine industry.

This project has received numerous accolades and was featured on Behance’s, Graphic Design curated gallery which features the best work from around the World in categories such as packaging and typography, and is curated by some the leading designers in New York.

Geoff came back to us with one identity design that perfectly embodied our brief. I don’t think I have ever seen something get unanimous approval in this business, but we all agreed without a single change required — everyone loves it. Geoff was able to understand our market and our vision, creating an identity to take us there.

— Larry Mercéales, Director, Pavilion Crossing Wines