Hirsch Vineyards had made award-winning pinot noir on the Sonoma coast for over 40 years before they reached out to The Grass Agency in 2020.
Jasmine Hirsch, the CEO and daughter of founder David Hirsch, had recently taken over the family business and was looking to update the brand’s visual style while paying respect to its rich heritage. Using original label illustrations, based on mythology and biodynamic farming, and the winery’s terroir as source material, we created a series of Thank You cards, t-shirts, and totes that are bold but refined, much like the estate’s signature wines. Since then, we’ve refreshed all of the brand’s tasting room materials and stationery, and created promotional graphics for its new releases.
From the time of its inception, Jasmine’s step mother, Marie Hirsch, has acted as the vineyard’s creative director. She devised a bold visual language with hand drawn illustrations and watercolor paintings that reflect the brand’s farming practices and reverence for old world winemaking. While Marie created a strong identity, Hirsch lacked a cohesive brand system and relied on dated, often distorted, files for its labels and marketing materials
So in 2024 we set out to codify and refine the vineyard’s identity and bring it into alignment with its reputation as one of the world’s most acclaimed makers of Pinot Noir. The resulting brand book included logos, fonts, secondary graphics, and color usage guidelines for print, web, and social; illustration and photography styles; brand voice and personality; and applications of the brand in use. We also digitized and organized the vineyard’s visual assets and created workflows for social media to streamline the posting process.
That project laid the groundwork for a major site redesign (due out summer 2025), and led to immediate engagement gains on social media.
