Le Cuvier is a luxury winery in Paso Robles, California, with a 30-plus year history. We updated all elements of their brand to reflect their unique voice and artistry while taking care to keep them recognizable to their existing customers. By retaining key aesthetics and blending them with new, sumptuous tactile details, we called to new customers without alienating existing ones. The focus on crafting a bespoke customer experience from hand-lettered logo, to package, to copywriting, to digital, resonated. Since the brand redesign, Le Cuvier's popularity has grown steadily and significantly.