Good Harbor Vineyards is located on the Leelanau Peninsula in Northern Michigan and has been making wine and growing grapes since 1980. They were founded on the idea that people should be able to afford to drink quality wine every day. Good Harbor Vineyards and Winery is an established, local brand. Their wine labels have come to be easily recognized by the featured local artists works. They wanted to continue to use the artwork while moving toward a more upscale package. This challenge was undertaken in phases. Phase one began with incorporating an overall fun and contemporary feel with a new logo and vibrant color palette adapted from the earth, grapes, and vines. This new image was applied to the identity system, print collateral, advertising, and packaging and reached the consumer via labels in stores, advertising, web and social media. Phase two began a few years later with a detailed focus on the labels that included a textured label stock, metallic foil, lots of white space, embossed maps and new, refined logo. The color palette was eliminated and replaced with a focus on beautiful, regional photography specific to Leelanau County.