Laid Back has a casual vibe but that doesn't mean it's customer doesn't appreciate quality. At every price point the customer deserves the highest standard. With an informal brand name like Laid Back, the design did the heavy lifting of conveying the message of quality, whilst staying true to the brand's identity. The visual for Laid Back could have strayed too far from the wine category. We anchored it with an abstract California coast design, communicating the premium sourcing, while maintaining its unique tone of voice. Even a casual brand name can be raised to a quality level, in the hands of an experienced graphic artist...
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