Compris sought an identity that resonated with their mission – promoting more inclusivity and diversity within the wine industry.

Core Brand Strategy

Compris is a French word that means inclusion and it speaks to their desire to create a diverse community. This was evident in that they hired the first black winery president to round out their team. As a brand new organization, it was important that the character of the brand was born from the values and dreams of the team. We dug into their values and beliefs and explored common threads. This foundational work was key in discovering how important music was to all of them and how this passion for music could be woven into the brand.

Wine Naming

Part of Compris’ branding work included the naming of 15 different wines. From our workshops, we developed a naming convention that showcased the team’s love of music while telling the story of each unique wine. To ensure the names felt authentic, we scanned music and artists handpicked by the client. We pulled interesting descriptive lyrics and distilled them into two to three-word names that conveyed a feeling, emotion, aesthetic, or taste that tied to one of their wines. The final name choices were the perfect reflection of the winery: sophisticated but approachable – with a touch of whimsy. 

Logo

The new Compris logo is a direct visual reflection of foundational strategy. We wanted to emphasize the meaning of the word Compris, and capture the beauty of the vineyards and estate. We created a monogram of an ampersand, composed of a “C” and “V,” flanked by subtle botanical ornaments to perfectly render the meaning of the word Compris. The soft, rounded motifs of the logotype exude elegance without feeling exclusive. The new logo provides endless varieties of color and orientation to meet the creative demands of the wine industry.

Packaging Design

Tiering Compris’ wine offerings gave us the opportunity to develop two unique creative tracts for the labels. The gateway tier is designed to beckon wine newcomers and veterans alike with whimsical and playful photographic collages that capture the emotion of the wine names in an approachable way. Conversely, top-tier wines are sleeker and have an upscale color palette with jewel tones. Both gateway tier and top tier labels share a quintessential design feature: two labels coming together, and the Compris seal locking them in place.

"We were unsure what our new brand would look like and knew we needed help. Murmur seemed an obvious choice for us as a mission/values-based organization with an amazing portfolio. Our intuition was proven correct. Throughout the entire process, the Murmur Team guided us toward success. They spent time getting to the core of who we are and translating it perfectly into something tangible. Murmur is not our business partner, they are an extension of our family."

Dru Allen, Proprietor/COO of Compris Vineyard