Peony Lane Brand Guidellines

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2021

BRAND 02

GUIDELINES Version

Brand Book Guidelines

PEONY LANE Brand Guidelines

it's just you and th skin to skin.

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he grapes.

Table of ContentS

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PEONY LANE Brand Guidelines

01.Brand Story

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02. New Vision

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03. Our Standards

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04. Application System

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PEONY LANE Brand Guidelines

Brand Story There must be something in the water. As a farmer, the North Fork of the Gunnison river is a lifeline and the greatest source of water that connects our agriculture community. Yet, there is something more than that. It could be the freshness granted to first-users of the alpine snowmelt, the peacefulness found along its banks, or gratitude for the bounty it provides.

Whatever it may be, it has bound together those who have the grit to settle and support themselves in our valley.

For the Justman family, this valley represents the fruition of my father’s life dream. Inspired by fleeting experiences on his grandparents’ peach farm and after searching all over the country for the right place, he was pulled to Paonia and the North Fork Valley. In 2004, he planted the first plot of Pinot Noir on our farm.

Just as my father had ended his lifelong search, his antique dump truck sputtered to its final stop alongside the rows of vines; a fitting place to spend the rest of its days. We feature this truck on our logo to pay homage to how lucky we feel for having been pulled to Peony Lane and to have set roots in such a perfect place.

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PEONY LANE Brand Guidelines

New Vision

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1.1 Our New Logo 1.2 Alternative Logo 1.3 Logo Anatomy 1.4 Primary Logo Usage 1.5 Alternative Color Usage

New Logo NEW VISION

The new Peony Lane logo retains similar typograhy of the original label, but with a new thoughtful approach. The new wordmark has been revised to resemble the same formatting as a street sign, so that is better speaks to the lane that inspired the name. The new circle that holds the wordmark allows the logo to feel like an emblem, and therefore is representative of tradition and strength. It gives a nod to it's past, but adds some modernity, in the same way that the Peony Lane's approach to winemaking is based on tradition, but with an openness to new techniques and technologies. Overall, this revised Peony Lane logo stamp is an ownable, unique, and memorable update to the original.

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PEONY LANE Brand Guidelines

alternative logos NEW VISION

DESCRIPTION In applications where it is clearly understood that Peony Lane is a vineyard, this alternative logo can be used. This logo replaces the vineyard with the year in which the vineyard is established. It will further emphasize the experience and expertise of the vineyard.

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PEONY LANE Brand guidelines

DESCRIPTION In cases in which a more horizontal format is needed, this version of the logo can be used.

PEONY lane V I N E YA R D s

DESCRIPTION The Peony Lane icon uses an illustration of a peony placed within a circle. It has the same stamp like feeling as the primary logo, and introduces the peony illustration to the brand.

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Logo Anatomy NEW VISION

Minimum Size

1.5in

The primary logo should always have at least the height of the L worth of space between it and any other graphic elements, images, or type. Whether printed or digital, the primary logo should never be smaller than 1.5in in diameter.

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PEONY LANE Brand guidelines

PEONY lane V I N E YA R D s

Minimum Size

PEONY lane V I N E YA R D s

2.125in

The horizontal alternative of the Peony Lane logo should also always have at least the height of the L worth of space between it and any other graphic elements, images, or type. The horizontal logo should never have been smaller than 2.125 in.

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PRIMARY color USAGE NE W V IS IO N

The primary Peony Lane logo should always be white when placed above any of the primary brand colors. Primary colors should not be used over other primary colors.

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alternative color usage NEW VISION DESCRIPTION Logos in primary colors can however be placed over colors from the secondary color palette. They should always be placed over the colors of the same hue, for example, wine over lilac.

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PEONY LANE Brand Guidelines

Next — Chapter o2

our standards

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2.1 Color Palette 2.2 Typography 1.3 Logo Anatomy 1.4 Primary Logo Usage 1.5 Alternative Color Usage

color palette OUR STANDARDS

A color palette that is both natural and bright, reflective of the vibrancy of both the land and wine.

Wine

Pantone PMS 7421 Red CMYK 0% 66% 41% 55% RGB 116, 39, 69 HEX #742745

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Lilac

Blush

Cool Grey

Mint

CMYK 0% 31% 15% 31%

CMYK 0% 31% 26% 8%

CMYK 9% 6% 0% 24%

CMYK 20% 0% 0% 36%

RGB 176, 121, 150

RGB 235, 162, 175

RGB 177, 183, 194

RGB 129, 162, 162

HEX #b07996

HEX #eba2af

HEX #b1b7c2

HEX #81a2a2

Pantone N/A

Pantone N/A

Pantone N/A

Pantone N/A

Rose

Pine

CMYK 0% 79% 68% 20%

CMYK 41% 0% 24% 73%

RGB 204, 42, 66

RGB 40, 68, 52

HEX #cc2a42

HEX #284434

Charcoal

White

CMYK 10% 3% 0% 77%

CMYK 0% 0% 0% 0%

RGB 52, 56, 58

RGB 255, 255, 255

HEX #34383a

HEX HKS 7 E

Pantone PMS 7418 Red

Pantone PMS 447 C

Pantone PMS 553 Green

Pantone N/A

TYPOGRAPHY OU R ST AN D A R D S

Beba

COURIER

Aa Aa Aa Pairing the bold and modern headlines of Bebas Neue with the beautiful and traditional typewriter style of Courier New.

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Bebas Neue Headline

Courier Prime Subhead

Proximo Nova Condensed Body Copy

PEONY LANE Brand guidelines

as Neue

R PRIME

abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>?,./:" abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+<>?,./:" abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+<>?,./:"

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BRAND TEXTURES OUR STANDARDS

DESCRIPTION One of the most beautiful aspects of the truck that represents such a large part of this brand is the colors and textures of the truck. The macro images of these textures can be used throughout the brand. If solid colors are being used in the same application, the black and white version should be used.

If it is being paired with images or text, full color textures can be used.

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Graphics OU R ST AN D A R D S

Every page should explode, either because of its staggering absurdity, the enthusiasm of its principles, or its typography.

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PEONY LANE Brand guidelines

The North Fork Valley represents the fruition of Robert Justman’s life dream. After searching all over the country for the perfect farm, Rober Justman was pulled to Paonia, and in 2004, he planted his first plot of Pinot Noir. Just after he ended his lifelong search, his antique dump truck sputtered to its final stop alongside the rows of vines - a fitting place to spend the rest of its days. We feature a sketch of his truck on our logo to pay homage to how lucky we feel for having been pulled to Peony Lane. We feature the sketches of peonies as a further representation for the place.

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PEONY LANE Brand Guidelines

APPLICATIO SYSTEM

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ON 1.1 Labels 1.2 Business Card 1.3 Farmers Market Sign

BOTTLE DESIGN SMALL DESCRIPTION

DESCRIPTION The Peony Lane bottle design uses the hand drawn truck sketch as the greatest future of the bottle. The truck wraps around the bottle and is overlayed with the Peony Lane primary logo. This is an example as to how the primary logo can cut into other shapes and graphic elements.

PAON

IA,

CO

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56

80

ft

PEONY LANE CABERNET SAUVIGNON | west elks ava, co

PEONY LN est. 2006

With terrific lift and an expressive combination of red cherry, cassis and blueberry flavors, our Cabernet Sauvignon brings enchantment to any occasion. High mountain air and ample Colorado sunshine provide for a well balanced, mid-bodied expression that is both rich and bountiful.

PAIR WITH: Roasted Lamb, Steak, Portobello Mushrooms, Hard Cheeses

it’s just you and the grapes. Skin to skin.

PRODUCED AND BOTTLED BY PEONY LANE, PAONIA, CO

AGED IN FRENCH OAK UNFILTERED NO ADDITIVES MINIMAL SULFITES

ORDER ONLINE AT PEONYLA NEWINE.COM GOVERNMENT WARNING: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems. contains SULFITES | 750 ML

Cabernet sauvignon NATUR A L WINE | 2019 | ALC. 15% BY VOL

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BUSINESS CARDS SMALL DESCRIPTION

DESCRIPTION The business card utilizes the primary logo in a similar way to the label, but with it cutting into the edge instead of a graphic this time. It is also used at a larger scale so that it feels like it was stamped onto the card. The peony sketch is used as a graphic element to enhance the layout.

BEN JUSTMAN O W N E R / W IN E M A K E R

970.589.2045 benjustman@peonylanewine.com w w w.peonylanewine.com @peonylanewine

PEONY LN VINEYARDS

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14659 Peony Lane Paonia, CO 81428 benjustman@peonylanewine.com

peonylanewine.com