TANK'D is a parallel value brand of Sante Arcangeli Family Wines. While Sante Arcangeli wines are focused on pinot noir and chardonnay, with the majority of fruit coming from the Santa Cruz Mountains and aged in French oak, TANK'D is a steel tank-aged chardonnay from the Santa Lucia Highlands, seeing no oak whatsoever. They're sold differently as well; Sante wines are very small lots, and as such, are only sold DTC, to a few restaurants and in very limited quantities through distribution. TANK'D, on the other hand, is sold in retail outlets in addition to the usual channels.
The founder and winemaker, a former designer himself who had designed the original TANK'D labels, enlisted me to "help him get outside his head" with a brand refresh, which I was more than happy to do. We considered a myriad of wildly different options exploring different aspects of the brand identity: the coastal location, the winemaking style and method, the target consumer. We eventually settled on one that targets a little of everything, which incorporates a fresh and lively palette befitting light tank-aged chard, and on-trend typography and visual elements to appeal to millennial consumers.
