When the team at Cakebread Cellars set out to launch a new-to-world wine brand, they approached us to help build it from the ground up. The vision for Bezel was to create something fresh and modern—distinct from the legacy brand but still deeply rooted in the authenticity and craftsmanship Cakebread is known for. We partnered with them from the very beginning, shaping everything from naming and strategy to identity and packaging.

As design director, I led the concepting and design of the brand identity, logo, bottle, and label system. The final expression centered around a striking collage aesthetic—layering regional imagery with subtle nods to the Cakebread founders, including original photography from the founder himself. The result was a bold, elegant label design that felt artful, elevated, and undeniably premium.

Bezel stands as a sophisticated new offering in the wine space—contemporary, expressive, and built on the legacy of one of Napa Valley’s most respected names.