Return to article listNew Central Coast winery heads to 300FeetOut for an identity with a story to tell
300FeetOut has been selected to create an original label for a new winery in San Luis Obispo, California called The Missing Leg. Karl Wicka—whose winemaking knowledge was built on burgundian experience working for cult California winemakers Larry Turley (founder of Napa Valley’s renowned Frog’s Leap Winery) and Ken Volk—has founded the winery. 300FeetOut is developing a label for The Missing Leg’s first release, a 2007 Pinot Noir that is expected to be a vineyard cornerstone of the brand. The first release is developed from the Sierra Madre Vineyard in Santa Barbara County and the Kruse Vineyard in San Luis Obispo County.
“This is the style of wine that you want to own and drink,” says winemaker Karl Wicka. “There is a substantial amount of experience behind the production of it,” adding [that] “without substance, you have no style.”
The Missing Leg brand, self-described as both “honest” and “bad-ass” is expected to achieve the recognition as a wine that is both high value and well-sourced. Uncovering a story of a particular brass collection of horseshoes, the identity work will start from a place of personal history to connect label to the winemaker.
“In a highly-competitive beverage market, where cult and niche have a great chance of going unnoticed, we realized personal stories would help us connect the style of wine with an authentic visual identity,” says 300FeetOut’s creative director Nina Dietzel. What follows, she says, “will be a series of deconstructions and re-compositions to discover which parts of the story resonates with the character of the wine.”
The label for the premier release of The Missing Leg is expected for bottling in January 2009.
About 300FeetOut
300FeetOut is a creative team that doesn’t believe in boundaries. Whether our designers, writers, and engineers are working on identity, print, or digital projects, we’re never confined by the commonplace. Our clients—such as Visa, Genentech, Adobe Systems, and the San Francisco Museum of Modern Art—see their brand as an investment strengthened by creative work that’s a bit different. We deliver an inspired and honest brand experience for our clients, resonating with their businesses, their values, and their futures. For more on the 300FeetOut difference, please visit 300FeetOut.com.