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The founders of Napa Jack’s came up with a distinctive approach to the typical wine shop. They wanted to be known as a wine, beer and spirits boutique with everything–except the snobbery.

They knew they had to create a fresh, distinctive wine retailer brand that positioned Napa Jack’s as the only fashionable, yet approachable, wine source in the Twin Cities.

An added challenge was to further define that personality and bring it to life through a full-bodied brand experience–warm, hip, charismatic and smart.

That’s where we came in.


We studied their brand and the business. We defined the audience. We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.

Awards & Notable Mentions


Napa Jack’s Awnings:

Print Regional Design Annual, 2007


Award Shows

Napa Jack’s identity:

AIGA MN Design Show, 2007

Napa Jack’s case study:

AIGA MN Design Show, 2007

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IMAGEHAUS | Minneapolis Branding & Design