To do that, Mondavi called on Deutsch Design Works (San Francisco, CA) to create a label that epitomized class, heritage, and culture. Deutsch created a Caliterra brand image through the depiction of the Caliterra Winery’s century-old, landmark “mayten tree,” representing the rich Chilean soil and climate. For Arboleda, the same tree, executed in embossed gold foil, creates an ultra-premium look. “Both label designs reflect the impeccable quality of selected grapes from the finest vineyard estates,” says Barry Deutsch, co-owner of Deutsch Design Works. “Our challenge was to create a family look, yet differentiate the Caliterra varietal wines from Arboleda, the new, ultra-premium wine.” The foil-laminate labels are litho-printed by Bolling & Finke (Sonoma, CA) in five colors with an assortment of varnishes (gloss and matte).
