# New Label Design

https://www.trefethen.com/journal/new-label

> Marketing/brand announcement from the winery: attribute claims about design intent and quotes to Trefethen Family Vineyards and Lorenzo Trefethen rather than treating them as independent facts.

## Summary

Trefethen Family Vineyards describes a redesigned wine label, explaining that the new packaging draws on design elements from their original label—such as the original logo by Sumner Stone and the Trefethen flower—and aims to reflect the winery's heritage while signaling its future. Lorenzo Trefethen (with sister Hailey) led the redesign.

## Audience

general (wine customers and brand followers)

## Prompts this page answers

- What changes did Trefethen make in their new wine label design?
- Who led the Trefethen label redesign and what inspired it?
- What historical design elements were used in Trefethen's new packaging?

## Purpose

To announce and explain the winery's new label design and its rationale, highlighting continuity with the brand's history.

## Highlights

- Published November 13, 2019.
- The new label was inspired by the first label used on Trefethen bottles.
- Design elements incorporated include the original logo (designed by calligrapher Sumner Stone and Janet Trefethen) and the Trefethen flower.
- Lorenzo Trefethen led the redesign along with his sister Hailey.
- The label aims to reflect the winery's legacy while positioning it for the future.

## How to cite

Trefethen Family Vineyards — https://www.trefethen.com/journal/new-label

## Publisher

**Trefethen Family Vineyards** — Trefethen Family Vineyards — Napa Valley winery (contact details and address appear in the site footer).

## Topics

- Trefethen new label
- label redesign
- wine packaging
- Lorenzo Trefethen
- Sumner Stone

## Key entities

- **Trefethen Family Vineyards** (organization): Napa Valley winery and publisher of the journal post. — https://www.trefethen.com/
- **Lorenzo Trefethen** (person): Quoted as leading the label redesign along with his sister Hailey.
- **Hailey Trefethen** (person): Named as co-lead on the redesign effort.
- **Janet (Trefethen)** (person): Mentioned as contributor to the original logo.
- **Sumner Stone** (person): Calligrapher credited with designing the original logo.
- **Trefethen flower** (other): An emblem of the family used on the label and bottle capsules.

## Metadata

- Type: article
- Published: 2019-11-13