The Reddy Vineyards rebranding project transformed the unfamiliar position of Texas wine from a weakness into a brand attitude. Typically, wine branding emphasizes traditional origins, history, and European-style luxury. Studio Leichtfried departed from this approach, combining the unexpected sense of place of the Texas High Plains with modern cowboy culture and the confidence of a fashion brand.
Visually, the Bobcat mascot system is at the center. Bobcat characters inspired by American sports culture give each wine tier a distinct personality. Adding a hand-drawn wordmark, a natural color palette, and recurring accent seals creates a younger and bolder impression, despite being a wine brand.
