Volcanic soil is redefining the California wine frontier
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When we first met the team behind Obsidian Wine Co., they were operating as Tricycle Wine Partners, a name that reflected their ownership of three assets: Obsidian Vineyards (the highest-elevation vineyards in California), Poseidon Vineyards (the lowest), and Kádár Cooperage, their oak barrel-making facility in Hungary.
Despite this uniquely compelling setup, the brand positioned itself as a "more affordable alternative" to Napa or Sonoma wines, essentially apologizing for what made them different.
The challenge was clear—embrace their extremes, own their identity, and lead rather than follow.
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We repositioned the brand to reflect that Obsidian Wine Co. is pioneering the next evolution of California winemaking. With vineyards rooted in volcanic soil and wine aged in barrels crafted from sustainably managed Hungarian oak forests, Obsidian didn't need to compete with Napa or Sonoma; it had its own story to tell.
The name was changed to Obsidian Wine Co. to embrace the vineyard's unique location near a dormant volcano, and we redesigned the visual identity and packaging across all wine tiers to express the brand's respect for the earth's natural forces. For their Chardonnay and Pinot Noir, we used handmade prints from actual wood cuttings of their Hungarian oak to create label artwork, physically tying the barrel to the bottle. Their Cabernet Sauvignon packaging featured topographic illustrations of elevation, tectonic shifts, and volcanic activity to highlight the land's raw power.
We also helped launch The Rabbit Hole, an experimental micro-label within the brand that became a cult favorite for curious drinkers. Whether it was 10 bottles of Maslás or a sparkling Hungarian Pezsgo, it cemented Obsidian's reputation as one of California wine's most exciting, unconventional forces. Today, Obsidian Wine Co. is no longer defined by what it's not, but rather by everything it dares to be.
SERVICES
Brand Positioning
Brand Identity Design
Packaging Design
Product Innovation
Print Collateral Design
Mechanical Production
Illustration
Website
Brand Guidelines
OBSIDIAN | VOLCANIC SERIES
“Voicebox was integral to helping us articulate our voice and visuals with clarity and artistry that has earned the appreciation of a whole new audience.”
Susan Sueiro | General Director, Obsidian Wine Co
