Edge Wines, a prominent Napa Valley Cabernet producer, asked CF Napa to develop an identity and wine package for Edge, a “cutting-edge Cabernet without the cutting-edge price.” While the brand name clearly set the stage for something different for its young, adventurous audience, our goal was to create a distinctive, premium wine package that was unique among competitors. Our design approach considered the metropolitan target consumer’s contemporary aesthetic and desire to discover new and unique alternatives to traditional wines. Additionally, there was an opportunity to leverage their desire for visually exciting brands that deliver on both product quality and brand packaging. The clean solution utilizes subtleties with a high-build, high-gloss silk screen that contrasts with a matte varnish to create tonal and textural nuances that reveal the brand name. With essentially no marketing dollars spent to support the brand, Edge relied on the packaging itself to attract potential consumers. The brand was launched successfully and enjoys robust sales that exceeded the client’s projections.