Louis M. Martini
Guarded by gryphons, guided by history.
Louis M. Martini was the first bonded winery to open after the repeal of Prohibition in 1933. Founded by its namesake - a charismatic Italian immigrant from Genoa, later known as The Grand Old Man of Napa Valley Wine - the winery has long stood as a symbol of American winemaking courage and craft. Denomination’s task was to rejuvenate the brand, reinforcing its position as one of Napa Valley’s most iconic luxury wineries while capturing the pioneering spirit that defined Martini himself.
Drawing on Martini’s Genoese heritage, we centred our creative solution on the gryphon which was taken from the region’s coat of arms. This mythical guardian, long associated with wisdom, leadership and protection, offered the perfect metaphor for Martini’s vision and legacy. We crafted a new crest for the brand, featuring twin gryphons flanking a shield, giving the identity renewed gravitas and unmistakable presence.
Beginning with the masterbrand and an expanded brand world, we then reimagined the full wine portfolio. The core tier was renamed The Gryphon, anchoring the range in its newly articulated mythology, while a more contemporary design language elevated the packaging to match the winery’s luxury positioning.
The result is a brand that honours its storied past while confidently stepping into its next chapter - a modern tribute to one of Napa Valley’s true pioneers.
Sector
Wine
Client
GALLO
We couldn’t have found a better partner than Denomination. They bring craftsmanship, deep industry knowledge, and a listening-first approach to their work. They translated our story into a design system that will serve our brand for decades to come.”
Michael Claypool, Estate Director, Louis M. Martini Winery
