Portfolio

Gun Bun

Founded in 1858, Gundlach Bundschu winery has been a Sonoma County staple of the wine industry.

Overview

Project

Work with the Bundschu 6th generation family to build a reverent and refreshed brand for the next 164 years.

Industry: Wine Making.

Timeline: 1 Year.

Services

Brand Identity, Creative Direction, Messaging and Story Telling

Goal and Impact

Create a brand new and recognizable version of the longstanding Gundlach Bundschu brand. Cover a myriad of use cases, sub-brands, and unpredictable requirements the future holds.

The new brand platform allowed Gundlach Bundschu to effectively build an interconnected array of wines and the associated marketing. The modern, quirky, accessible, historic, and high-quality brand attributes are all evident and easily articulated.

Challenges

Rebranding without losing site of the first 164 years of Gundlach Bundschu.

Gundlach Bundschu and their new brand Gun Bun brand had generations of ideas, influence, and assets. Building trust and affinity with the Gundlach was vital if our ideas were going to be accepted and thoroughly integrated.

To accommodate the future, we needed to develop a brand platform that was emphatic and flexible. The brand architecture of a well-known and popular wine brand is more complex than many would think.

Brand Identity

Refresh an old brand and create a new one

Refreshing the Gundlach Bundschu brand and developing the new Gun Bun brand was a wonderful opportunity to flex our branding muscle. Our rallying flag said “Familiar but New,” to constantly remind us of how everything needed to feel.

Our work began with extensive research into their decades of archival artwork and family documents. We were able to revive, reinvent, and create the brands with their legacy as an emphatic part of them.

Creative Direction

Competing ideas create a harmony

We developed quirky and humorous visuals and verbiage, but they were also steeped in history and quality. Making sure that Gundlach would be taken seriously and their legacy felt was a balancing act.

The dichotomy of lightheartedness and a serious brand was a valuable part of the creative process. This translated to the work we did and all of the messaging and visuals.

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