Naches Heights Vineyard by Gavin MacPherson

Naches Heights Vineyard Proposed Brand Development Fall 2015 Gavin MacPherson

Gavin MacPherson | NHV | Index

Creative Summary Risk Assessment Audience Assessment Competitive Analysis Inspiration & Mood Logo Process Style Guide Collateral Process Online Presence

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Naches Heights Vineyard What is their “Big Idea” main concept for the brand Possible ways to deliver message considering the that they are trying to communicate? brand or target audience? Naches Heights Vineyard’s concept is to produce a brand experience that expresses their grapes are grown with love. That they are unique to Washington—responsibly and sustainably produced from their own local vineyards in the Columbia Valley.

Wine tasting events, magazine promotions, wine tasting competitions, local wine stores, and restaurant tastings.

What do they want to be known for or as? Maybe this can take the form of a tag-line. Name the tagline if you plan to use one.

The target audience is locavore oenophiles that value responsibly produced products.

What else is important that you’d like to mention about the brand?

• Sustainability • Environmentally Friendly • Locally Produced What is the personality of the Brand keeping in mind. Environmentally Conscious, Responsible, and Oenophilic. How is your brand different? What sets them apart from the others—what’s their special positioning in the marketplace? Naches Heights Vineyard is different because of their unique Columbia Valley varietals, region, and their green-methods of production.

Gavin MacPherson | NHV | Creative Summary

Project Summary

Goals of Naches Heights Vineyard At Naches Heights Vineyard, our grapes are grown with love. Wherever possible, the grapes at Naches Heights Vineyards are grown using organic or biodynamic practices and follow the guidelines of programs like Salmon Safe. Naches Heights is our home. Nourish your happiness in the natural beauty of Naches Heights Vineyards knowing that we’ll do our part so we can all enjoy it for years to come. We are preserving our vineyards for the next generation because we want to leave the world a better place than it was when we got here. We hope you’ll help us reach that goal. We love it here and want to invite you to share it with us. If you can’t make it by, please join our wine club or buy some wine at our on-line store.

Welcome to Naches Heights Vineyard The unique volcanic soils in Washington State’s newest wine growing region and AVA (American Viticultural Area) , Naches Heights, combined with our vineyards’ unusually high elevation enable us to grow grapes unlike any others. You’ll enjoy the taste of our award-winning NHV wines. You’ll also have a genuine experience you won’t find anywhere else.

Naches Heights Vineyard was one of the first vineyards in Washington state to attain both LIVE and Salmon Safe certifications.

Our philosophy on farming has evolved over the years from growing conventionally with manufactured pesticides and herbicides to one that is softer and more sustainable. Currently we The Naches Heights AVA is an American Viticultural are growing grapes sustainably, organically and Area contained within the Columbia Valley AVA. Bio-Dynamically. NHV is LIVE (Low Input Viticulture The AVA was recognized officially on 13 January and Enology) certified and Salmon Safe on eighty 2012. Additionally, it is the first AVA in Washington percent of our labels, showing our commitment State to be fully sustainable, with all 7 vineyards to enriching the soils by encouraging microbial practicing in either biodynamic or LIVE (Low Input health and protecting our water resources by Viticulture and Enology) certification. It is the smallest the judicious use of water. AVA in Washington with 37.2 acres (15.1 ha) planted. One of Washington’s highest elevated vineyards located at 1800 ft. 10 miles west of Yakima on the Goat Rocks lava flow. This cooler climate vineyard produces higher natural acidity and brighter fruit flavors allowing for unique, high quality wine grapes and wines from the newest AVA in Washington. Naches Heights is the 12th. AVA in Washington as of January 2012. The appellation’s 37 bearing acres (and more ready to be planted) consist of seven vineyards: Wilridge Vineyard, Naches Heights Vineyard, Strand Vineyard, Aecetia Vineyard, Harlequin Vineyard, Keller Vineyard, and Kalkruth Vineyard. Wilridge Vineyard is owned by Wildridge Winery of Seattle with 12 acres currently in production. Naches Heights Vineyards was the first vineyard in this area. Wilridge Winery established the first tasting room in the area in cooperation with Naches Heights and Harlequin. Because Naches Heights built its own tasting room, the Wilridge Tasting room now serves only its own wines along with light snacks. Harlequin Wines has a small number of acres planted also. 2

Gavin MacPherson | NHV | Creative Summary | History

Variety List Blend–Proprietary Red Blend–Other Red Syrah Sauvignon Blanc Riesling Pinot Gris

Gavin MacPherson | NHV | Creative Summary | Original Brand Identity

Collateral Reasoning

Seed Paper

With collateral I wanted to maintain not just an organic appearance, but I also wanted to express how sustainable and environmentally conscience NHV production is by showcasing the materials used, or lake there of, as much as possible.

This special paper is handmade using post-consurmer materials and is embedded with wildflower, herb or vegetable seeds. When you plant the paper in a pot of soil or outside in a garden, the seeds in the paper germinate and grow into plants. It is the only seed paper tested and approved for planting in the United States, Canada, Europe and Australia, as well as many other countries worldwide.

With this frame of mind I made a list of what I felt was needed within the brand experience to be successful. • • • • • • •

Stationery Set Wine Bottle Wine label Wine Case Website Advertisement Trade Show Booth

Reusable Wooden Wine Case By only using reusable wooden wine cases the carbon foot print is greatly diminished. Additionally, the opportunity to enhance the brand with natural materials and textures from the wooden boxes supports the look and feel of NHV.

Gavin MacPherson | NHV | Risk Assessment

Target Audience Locavore oenophiles that value responsibly-produced products.

Age 26-50 (With the core audience in their 30â&#x20AC;&#x2122;s)

Geographic Location Primarily Washington State but throughout Cascadia.

Occupation & Income Range Middle income ($14- $21 a bottle)

Spending Habits The target audience spending habits are affected by unique, valuable, green products from local economies. Therefore the target audience, if given the opportunity, will buy in bulk after visiting a knowledgeable vendor or the production facility directly.

Interests Traveling and experiencing culture.

Gavin MacPherson | NHV | Audience Assessment

Chateau Ste Michelle ste-michelle.com

Pro: Beautiful reflection of the property, class and prestige that houses the brand.

Con: Somewhat intimidating to the casual, ignorant consumer. Not a fun and lively brand.

Gavin MacPherson | NHV | Competitive Analysis

Jones of Washington jonesofwashington.com

Pro: Fun, Playful and inviting brand. Has a bucolic feel.

Con: Not sophisticated and reflects a lower grade of wine to the ignorant consumer.

Gavin MacPherson | NHV | Competitive Analysis

Syncline

synclinewine.com

Pro: Elegant, simple and clean. An air of sophistication with a comment on geology and is family driven.

Con: Not very memorable in juxtaposition of other labels.

Gavin MacPherson | NHV | Competitive Analysis

Gavin MacPherson | NHV | Inspiration & Mood | 1910 Northwest United States

Gavin MacPherson | NHV | Logo Process | Sketches

Final Design Reasoning Naches Heights Vineyard is an organization that hopes to be recognized as a locally-owned organic vineyard that cherishes the land’s history. My intention to express these three values was to use an earthy color tone, an organic feel, and a historic type treatment. My final is comprised of an organic illustrative letter N set into a complimenting square. The 1919 chaltenham typeface with organic signature graphic element remnant of a produce stamp from an era of tradition and quality. Unique Marketing Points • Organic • Local • Historic

Gavin MacPherson | NHV | Logo Process | Final

Header - Baskerville BT Bold 15pt ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Sub-header - Baskerville BT Bold 12 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Body - Baskerville BT Roman 9pt ABCDEFGHIJKLMNOPQRSTUVWXYZ #FBAD18

#827B18

abcdefghijklmnopqrstuvwxyz

P 14-8C

3-16C

1234567890!@#$%^&*()

R G B

130 123 0

Caption - Baskerville BT Italic 9pt

251 173 24

C 0 M 36 Y 100 K 0

C 0 M 0 Y 100 K 60

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Gavin MacPherson | NHV | Style Guide

Minimum Size The minimum size of the logo must be no smaller than 410 x 341 px wide. or 2.54 x 2.11455 cm on printed materials.

Clear Zone The minimum required clear space around the logo must be equal to twice the x-height of the lower-case letters in the logo.

x2=

Gavin MacPherson | NHV | Collateral | Letterhead Set

250 Ehler Rd Yakima, WA 98908

“Grapes grown with love.”

250 Ehler Rd, Yakima, WA 98908 (509) 966-4355 (855) NHV-WINE nachesheights.com info@nachesheights.com “Grapes grown with love.”

“Grapes grown with love.” 250 Ehler Rd, Yakima, WA 98908

(509) 966-4355

(855) NHV-WINE

nachesheights.com

info@nachesheights.com

Letter Head Standard (8.5 inch x 11 inch) Hammermill 80lbs Recycled Paper Centered Logo Header Contact and Slogan Footer

Gavin MacPherson | NHV | Collateral Process | Letterhead

“Grapes grown with love.” 250 Ehler Rd, Yakima, WA 98908

(509) 966-4355

(855) NHV-WINE

nachesheights.com

info@nachesheights.com

Envelope #10 Envelope (9.5 inch x 4.125 inch) Seed Paper Biodegradable Sticker

Gavin MacPherson | NHV | Collateral Process | Envelope

250 Ehler Rd Yakima, WA 98908

“Grapes grown with love.”

Business Card 2 inch x 3.5 inch Seed Paper

250 Ehler Rd, Yakima, WA 98908 (509) 966-4355 (855) NHV-WINE nachesheights.com info@nachesheights.com â&#x20AC;&#x153;Grapes grown with love.â&#x20AC;?

Gavin MacPherson | NHV | Collateral Process | Business Card & Set

Varietal Label vs. Brand Label

The decision to support the brand logo as the dominant element on the label coincides with the idea of the importance of locality and historic character over type of variety within the bottle. Additionally, I wanted to follow with traditional wine labels glorifying their harvest location and making it prominent.

Label Material

The material is constructed of seed paper and is easily removed due to minimal adhesive and a quick release pull-tab. The ink is biodegradable soy ink for environmentally friendly disposal.

QR Code

The quick response code links the viewer to a detailed description of the wine and Naches Heights website.

Gavin MacPherson | NHV | Collateral Process | Bottle Design

Wine Cap

Recycled Plastic Twist-off Cap (for easy saving and storing of an open bottle.)

Embossed Emblem

Custom bottle design to encourage our bottles to be sent back to us for reuse and to promote savings for our wine-lovers.

Plantable Seed-embedded Label. The entire paper and ink used are compostable and/or plantable.

Gavin MacPherson | NHV | Collateral Process | Varietal Bottle Mock-up

Gavin MacPherson | NHV | Section

Gavin MacPherson | NHV | Website | Site-map

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About Welcome to Naches Heights Vineyard The unique volcanic soils in Washington State’s newest wine growing region and AVA (American Viticultural Area) , Naches Heights, combined with our vineyards’ unusually high elevation enable us to grow grapes unlike any others. You’ll enjoy the taste of our award-winning NHV wines. You’ll also have a genuine experience you won’t find anywhere else.

Events Wines Contact About

At Naches Heights Vineyard, our grapes are grown with love. Wherever possible, the grapes at Naches Heights Vineyards are grown using organic or biodynamic practices and follow the guidelines of programs like Salmon Safe. Naches Heights is our home. Nourish your happiness in the natural beauty of Naches Heights Vineyards knowing that we’ll do our part so we can all enjoy it for years to come. We are preserving our vineyards for the next generation because we want to leave the world a better place than it was when we got here. We hope you’ll help us reach that goal. We love it here and want to invite you to share it with us. If you can’t make it by, please join our wine club or buy some wine at our online store.

Online Store

Wine Club

Naches Heights Vineyard Website Responsive Parallax Upward Scrolling UI Desktop and Smart Phone Compatible (1280 px x 800 px)

Animated Vines Grow and Develop into each page.

Gavin MacPherson | NHV | Website | High Fidelity

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Pinot Gris

Indulge your senses with this extraordinary Pinot Gris from our high altitude volcanic soil vineyard. Aromas of citrus, honeysuckle, peach skin and ripe pear in the front and mid palate combined with crisp flavors of apple with hints of melon in the finish make this a wonderful food wine or delightful by itself. Serve slightly chilled.

Wine Club

Contact Naches Heights Vineyard is perched on the southwest plateau high above the beautiful Naches Valley. This area was formed one million years ago when a lava flow poured in from the Goat Rocks Wilderness area to the west. Soils then formed on this plateau, consisting of wind blown loess known as Tieton loam. Our elevation at NHV – up at 1780 Feet – places us as one of the highest elevated vineyards in the state. The high elevation (closer to the sun) combined with the rich volcanic soil creates unique growing conditions for our wine grapes. Naches Heights Vineyard Tasting Room 250 Ehler Rd, Yakima, WA Events Wines Contact About

(509) 966-4355 (855) NHV-WINE Thursday – Monday 11 a.m. to 7 p.m.

Visit Us

Events Wines Contact About

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Wine Club

(509) 966-4355 (855) NHV-WINE Thursday – Monday 11 a.m. to 7 p.m.

Visit Us

Naches Heights Vineyard Website

About

Responsive Parallax Upward Scrolling UI Desktop and Smart Phone Compatible Welcome to Naches Heights Vineyard (1280 px x 800 px) The unique volcanic soils in Washington State’s newest wine

growing region and AVA (American Viticultural Area) , Naches Animated Vines Grow and Develop into each page.

Heights, combined with our vineyards’ unusually high elevation enable us to grow grapes unlike any others. You’ll enjoy the taste of our award-winning NHV wines. You’ll also have a genuine experience you won’t find anywhere else.

Events Wines

Gavin MacPherson | NHV | Website | High Fidelity We are preserving our vineyards for the next generation because

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2015

January

February

March

April

May

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(509) 966-4355 (855) NHV-WINE Thursday – Monday 11 a.m. to 7 p.m.

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Naches Heights Vineyard Website

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Responsive Parallax Upward Scrolling UI Desktop and Smart Phone Compatible (1280 px x 800 px) Naches Heights Vineyard is perched on the southwest plateau high above the

beautiful Naches Valley. This area was formed one million years ago when a lava

Animated Vines Grow and Develop into each page.in from the Goat Rocks Wilderness area to the west. flow poured

Soils then formed on this plateau, consisting of wind blown loess known as Tieton loam. Our elevation at NHV â&#x20AC;&#x201C; up at 1780 Feet â&#x20AC;&#x201C; places us as one of the highest elevated vineyards in the state. The high elevation (closer to the sun) combined with the rich volcanic soil creates unique growing conditions for our wine grapes. Naches Heights Vineyard Tasting Room 250 Ehler Rd, Yakima, WA Events

Wines Contact

(509) 966-4355

(855)| Website NHV-WINE Gavin MacPherson | NHV | High Fidelity

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2015

January

February

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Events Wines Contact About

Pinot Gris

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(509) 966-4355 (855) NHV-WINE Thursday – Monday 11 a.m. to 7 p.m.

Visit Us

Events Wines Contact About

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Wine Club

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2015

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February

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October

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Naches Heights Vineyard Website Responsive Parallax Upward Scrolling UI Desktop and Smart Phone Compatible (1280 px x 800 px)

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Animated Vines Grow and Develop into each page.

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Gavin MacPherson | NHV | Website | High Indulge your senses withFidelity this extraordinary Pinot Gris from our high

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Gavin MacPherson | NHV | Website | Desktop & Mobile

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Side Swipe to view other varietals.

Pinot Gris Indulge your senses with this extraordinary Pinot Gris from our high altitude volcanic soil vineyard. Aromas of citrus, honeysuckle, peach skin and ripe pear in the front and mid palate combined with crisp flavors of apple with hints of melon in the finish make this a wonderful food wine or delightful by itself. Serve slightly chilled.

Wine Club

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250 Ehler Rd, Yakima, WA (509) 966-4355 (855) NHV-WINE Thursday – Monday 11 a.m. to 7 p.m.

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