Project Overview This brand and wine bottle label was developed for the Martinez family of Blanca, Colorado and their chokecherry wine brand Seventh Generation. To capture the rustic and self-reliant qualities the people of the San Luis Valley possess, the original livestock brand of the family’s grandfather (7G), which is also the logo of the brand, was integral in the design. Utilized similarly to a watermark on the label, the brand acts as a reference to the past of the family’s legacy and rural lifestyle. The Blanca Massif, a collection of thirteen and fourteen thousand foot mountains headed by Blanca Peak, was also pertinent to the design due to the Martinez family being of Diné (Navajo) origin. Blanca Peak is the Sacred Mountain of the East to the Diné people and is central to their spirituality, and played an integral role in the family's settlement in the area dating back to the late 19th century. The typographic approach creates a bridge to an urban audience and garners appeal in and out of the San Luis Valley.