At Town Hall Brands, we have done many a brand refreshes. And the catalyst to why they happen is not always the same, but here are things to consider to determine if it’s time to tweak your look: Some producers, especially small ones, are anxious to get their wines to market, so they launch with a label that they think represents them. Then they hear from the market that something does or does not work or resonate, or the brand owner decides that the label no longer represents them. In these cases, they need to adjust to make sure that their package is more appropriate to who they are and what’s in the bottle.  We had a client with a large portfolio of wines introduced one by one in a wide variety of label faces, each with their own fonts and look, and this created brand confusion. The new branding needed to communicate a dignified timelessness, so the wines were streamlined into two separate tiers.  In another project, the client already had a tier system in plac