This redesign was deeply personal to Austin Hope and the Hope family. Treana’s original label was hand-painted in watercolor by Austin’s mother, making the brand inseparable from family, history, and place. As the brand evolved, Austin wanted the next chapter to honor that legacy while expressing Treana with more depth, strength, and edge.

The new direction centered on a gnarled grapevine—an abstract, expressive symbol of endurance, age, and authenticity. Rather than illustrating the vine literally, the design interprets it through form and movement, creating a mark that feels both organic and timeless, rooted yet modern.

Treana is grounded in the Hope family’s Paso Robles heritage, dating back to its inaugural vintage in 1996. The label reflects the three natural forces that define the wine: the soil that anchors the vineyards, the warm sun that drives ripeness, and the cooling Pacific breeze that brings balance and restraint. Together, the redesign bridges personal family history with a bold, contemporary expression—capturing Treana’s sense of place, resilience, and craft.

Client: Austin Hope

CPG Designer: Me