Boutzoukas Family Cellars
A family owned winery in Paso Robles rooted in Greek heritage
The Boutzoukas family is proud of their Cretan heritage and wine has always played a huge role in the Greek culture. So we knew we had to incorporate that strongly into the brand identity. Together, we came up with a play on the family’s last name, ‘Boutz,’ and illustrated traditional Cretan boots to incorporate their heritage prominently into the brand and name - and to illustrate that the family literally has their boots on the ground in Paso Robles, being a part of the wine making process every step of the way. The boots illustration is paired with hand drawn serif lettering as a nod to some of the old lettering seen around Greece from ancient times.
Together, the entire visual identity feels approachable, traditional, and distinctly Greek.
BoutzCellars.com
BRAND STRATEGY
LOGO & BRAND ELEMENTS
BRAND GUIDELINES
ART DIRECTION
LABEL DESIGN & ILLUSTRATION
For the first 5 varietal labels, we then knew we wanted to keep the same hand drawn approachable feeling, while clearly showing the Greek heritage. We researched ancient Minoan artwork and their stories and built those stories in to the characteristics the wine was showing. The varietal names are Greek words, and the backs of the labels give a little history lesson. Everything on the labels is hand drawn including the Greek lettering!
