Branding and packaging design for California’s Pavilion Crossing winery
Pavilion Crossing needed to stir up a new generation of wine drinkers. We served up the perfect proposition.


Brand Audit | Strategy & Brand Platform Development | Brand Identity Creation | Tone of Voice | Brand Guidelines | Responsive Website | Campaign Advertising | Branded Brochure

“It is great to work with an established boutique agency such as Luxia. We get all the know-how of a big agency, but with direct contact with the directors and designers who worked on our project!”

Scott Healy
Managing Director, Pavilion Crossing

The best wines from California's North Coast

Pavilion Crossing has been family owned and operated since their founding. Their goal is to create the best value wines from California's North Coast. The company has unique and strong relationships with the best growers in Napa and Sonoma. These relationships gain the company access to the highest quality fruit and wine. They also draw upon their decades of winemaking experience to create the best wine available in the region.

Driving awareness of award-winning wines

We were asked by Pavilion Crossing to drive awareness of the award-winning wines among a new generation of wine lovers who were acquiring a taste for more complex, and rich flavours. Rooted in extensive consumer research the objective was to build Pavilion Crossing in the minds of its core consumers (ABC1 urbanite women aged 35+) to be the only choice for Merlot, Chardonnay or Cabernet Sauvignon, and introduce a sense of luxury and prestige to a “fairly tired, traditional brand” [sic].

Upon partnering with Pavilion Wines, they did not have a strong logo design and their website was outdated and difficult to update. The new brand had to meet two requirements to be successful: reflect Pavilion Crossing’s new capabilities and unify the company, both internally and externally.

Identifying brand and category opportunities

Our work included identifying brand and category opportunities, developing a brand strategy, supporting messaging platforms, and transforming the identity system to reposition Pavilion Crossing as the leading premium brand within the Northern Californian wine industry.

We styled, art directed and photographed several visuals on location. Our aim was to create a unique character for the brand, providing a practical serving suggestion and bridging the perceived knowledge gap. For instance, from our research we had established that a lot of Californians had heard of Pavilion Crossing, but not everyone knew how it tasted or that they used the best fruit.

A bolder, more ambitious brand vision

Pavilion Crossing had invested in additional technologies and solutions to significantly increase its offering - everything from supply chain management to financial and retail services. As part of a multi-year, agency of record partnership, Luxia helped Pavilion Crossing envision and activate a bolder, more ambitious brand vision. One that - while still honouring its heritage - elevated the company, moving it from value brand to a nationwide premium heavyweight.

Pavilion Wines’ growth afforded a unique opportunity to more fully integrate its portfolio and clearly express an idea that would redefine the category as a whole. We defined a new rallying cry that was both simple and inspirational: Pavilion Crossing is the best quality premium Californian wine.

This project has received numerous accolades and was featured on Behance’s, Packaging Served website. Packaging Served features top work from around the World in categories such as label design and advertising, curated by the leading designers in New York.

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