We are pleased to announce the debut of a project that is over a year in the making. St. James Winery has launched a brand new look that includes a new logo, new branding, new wine labels for the Heritage Collection and now a new website!
Later this year, the winery will begin to celebrate its 50th anniversary. Our new look is a celebration of the 100-year grape growing and winemaking culture that the Italian immigrants established in our region. The large label illustrations reflect the Friendship Schoolhouse and wine country images of our region. The Friendship Schoolhouse stands near our Zuppo and Frederick vineyards and was the center of the Italian Immigrants Community life.
“We wanted to maintain the landscapes and landmarks in the illustration to preserve our culture and heritage while bringing a fresh and modern look to the brand,” said Peter Hofherr, CEO and second-generation owner of St. James Winery. “At the same time, we wanted to create a more consistent look across the six wines in the Heritage Collection, and create a look that more clearly evoked a classic wine country, but modern feel,” said Hofherr. “It clearly evokes the nostalgia of the St. James Winery, but in a fresh and updated package.”
The Heritage Collection reflects the wine styles of the Italian Immigrants. These styles were the basis for the first products made by Pat and Jim Hofherr when the winery was founded in 1970. All of the products in the line are the same wine that our customers know and love…just with a new look! The new labels are featured on the six wines in the Heritage Collection: Velvet Red, Velvet White, Pink Catawba, Country White, Country Red and Concord. New to the Country Red and Country White labels are the designation of “Semi-Sweet” to differentiate their lower sweetness levels than Velvet Red and Velvet White, and to communicate that to customers with a preference for a less sweet taste profile.
The labels also feature a new St. James Winery logo. The carefully crafted logo features a modernized Friendship Schoolhouse icon, a one-room schoolhouse once attended by Italian immigrants that originally settled in the St. James, Missouri, region. The “St. James” is more prominent and legible than prior logos to capitalize the popular brand recognition with consumers and is a reflection of the winery’s original labels in 1970. A new addition to the logo is the added “Established 1970” which celebrated the winery’s upcoming 50th anniversary and brand longevity.
St. James Winery’s new look is also reflected in a website refresh that occurred at the beginning of August 2020. Hofherr explained, “There was no question that we had to deliver a new and improved website to go along with our new look. We want to be able to share the story of our winery, vineyards and our region’s wine culture. Our site has to function seamlessly from website to store, as well as be responsive on mobile devices, offer social sharing functionality throughout and be the cornerstone of our conversations with the St. James Winery community.”
St. James Winery will slowly transition into its new branding during 2020 and beyond.