The Brief:
Update the logo and wine labels for stronger visibility.

What Actually Happened:
Extending a growing brand system into its most expressive category.

After the packaging, subscription box, and website work, Clif Family’s brand had a clearer point of view. The next task was to bring that clarity to the logo and wine labels. These touchpoints are the brand’s Napa Valley roots, craft, and ambition needed to be felt most directly as they leave the tasting room frequently.

The challenge was not to start over. It was to evolve a familiar mark and create a wine-label system that could stand alongside the whole Clif Family portfolio while giving the wines their own sense of occasion. The identity needed to feel more confident and contemporary, without losing the warmth, playfulness, and California character customers already recognized.

We updated the bike cog already recognized as part of the Clif logo to work more clearly across every scale and application. Then we developed wine labels that bring greater hierarchy and cohesion to the bottle. The updated system makes room for the details that matter while creating a distinctive shelf presence that feels unmistakably Clif Family.

The result is a more unified system, from pantry staples to the tasting room. The new logo and wine labels give Clif Family a stronger signature in a crowded category while preserving the spirit that made the brand worth evolving in the first place — a beloved brand, positioning Clif for the future. It’s a fresh yet recognizable expression of who they are.