Project: Gun Bun
Project
Our scope allowed us to affect brand identity, marketing collateral, photography, retail, and environmental design.
Industry: Wine & Spirits, Hospitality.
Goal and Impact
Leverage the history of the family and brand to honor their authenticity and place in the wine world. From this, build a modern and flexible brand.
The result is an updated suite of brands, labels, and merchandise that tells a generational story with a fresh perspective.
Challenges
Rebranding without losing site of the first 164 years of Gundlach Bundschu.
Gundlach Bundschu and their new brand Gun Bun, had generations of personalities, historical artifacts, and design references. Building trust and affinity with the Bundschu family was vital if our ideas were to be accepted and thoroughly integrated.
The brand architecture of a well-known and popular wine brand is more complex than many would think. To accommodate the future, we developed a brand platform that was focused yet inclusive, flexible, and grounded.
Brand Identity
Refresh an old brand and create a new one
Refreshing the Gundlach Bundschu brand and developing the new Gun Bun brand was an excellent opportunity to flex our branding muscle. Our “Familiar but New” philosophy drove every step of the branding process.
Our work began with extensive research into decades of archival artwork and family documents. We were able to revive, reinvent, and create the brands that drew directly from their deep wine legacy.
Creative Direction
Competing ideas create a harmony
We developed quirky, humorous, and slightly irreverant visuals and copy that established a design language and voice steeped in history and quality.
The dichotomy of lightheartedness and a serious brand was a valuable part of the creative process, and it became part of all messaging and visuals.
Brand Architecture
Redefining a complex product portfolio
The new Gun Bun and Gundlach Bundschu marks were integrated into the new brand architecture.
