Review draft
A sun-washed identity and packaging system for a canned Rosé and CBD beverage from Sonoma County.
Context:
2022 · Beverage packaging
Services:
Brand identity + packaging
Role:
Design + art direction
Credits:
Witzke Creative
Situation · Ask
The challenge
EstCru was developing High Planes, a canned Rosé and CBD beverage shaped by Sonoma County’s relaxed sophistication. The product needed an identity that could communicate calm and quality without relying on familiar wellness or wine-category clichés.
What The Ask uncovered
Create a brand and packaging expression that felt grounded, distinctive, and easy to recognize. It needed to bring together the ease of an outdoor California lifestyle with the refinement expected of a crafted beverage.
Decision
The creative decision
Build the identity around crafted calm. Natural textures and sun-washed tones establish warmth and place, while minimal typography keeps the packaging clear, contemporary, and composed.
What we made
Witzke developed the brand identity and packaging system, leading design and art direction across the product expression. The visual language combines tactile surfaces, restrained typography, and an open, atmospheric palette to connect the beverage with Sonoma County and the feeling of wide skies and unhurried time.
Value · Review
The result
High Planes gained a complete visual expression that brings product, place, and mood into one recognizable package. The identity gives the beverage a clear presence without overexplaining the experience it is designed to evoke.
Lasting value
The result is a focused brand language that can remain consistent across packaging and supporting touchpoints: quiet enough to feel effortless, but specific enough to be remembered.
Role and credits
Design + art direction
Witzke Creative
Work
More work
Other selected work from the private review.
