Square, Plumb & Level

Services: Branding, Illustration, Graphic Design, Logo Design, Packaging

Square Plumb and Level crafted brands wine branding and visual identity design show the SPL custom stamp lettering on the top of the capsule packaging and the cork being pulled out.

Square, Plumb & Level (SPL) is about crafting high-quality, vineyard designate wine focused on wine drinkers with experimental and discerning palates. It’s about making the relationship between the wine drinker and grower even closer, and celebrating craft and quality in wines made well.


The visual identity involved creating three main assets – a wordmark set in a classy serif typeface with a custom ampersand, an icon illustrating the three tools of the brand name locked up into a triangle, and a tertiary mark in which the wordmark, icon and messaging ("Well-Made Wines") are in a circular emblem. The packaging is set in a deep navy reminiscent of a craftsman's blueprints, driven home by the information about the varietal displayed in legal-style boxes and forms. The label – printed on a textured, linen stock – uses a blind emboss of the tertiary circular emblem, with an extra UV spot coat on top; the icons in the center are embossed, UV spot printed, and also printed in the navy pantone. The bottle's back label has a custom-made map showing the vineyard that the wine is from. The top of the wine's capsule and the cork feature the abbreviation, SPL, which were made out of scans of old, woodblock letterpress forms that were then taken and vectorized for print.

Wine packaging and branding visual identity and logo graphic design for Square Plumb and Level wines for Crafted Brands. Embossed and spot uv clear coat printed seal on the front label over the icon design and the back label shows the map of where the wine is from and what it pairs well with.
Wine capsule packaging and bottle design shows the Square Plumb and Level custom stamp letters on top and the icon seal on the side in silver on navy blue.
Custom stamped SPL letters for the branding of the wine on the side of the cork.
Uncorking the bottle of wine shows the Square Plumb and Level branding design on the top and side of the capsule.
Detail of the square plumb and level wine label graphic design shows the logo icon and branding with an embossed seal and clear coat spot uv on the front label.
Top of the wine capsule and bottle packaging shows the branding design of the custom SPL letters in silver embossed on a navy wrapper.

The first vintage, a red blend, was sourced from the Peterson Family Vineyard located in the Bradford Mountain district of Dry Creek Valley in northern Sonoma County.

Vintages are continuing year over year and so far all cases continue to sell out.


“The process Russell employs to establish key branding is challenging, insightful, and essential – be ready.  His exercises and investment reached to a granular level to ensure he knew the DNA of our product, setting us up for long term success.  

Expertise in design = Russell Shaw. His work distilled all of the variables we threw at him, version after version, resulting in quality based in influencing. Russell’s design voice activated our brand.”

— Bayard Crawley,
Managing Partner, Crafted Brands

Brand identity of Square Plumb and Level (SPL) red wines designed by freelance graphic artist Russell Shaw, shows the three tools as a single line weight monowidth line art icon and custom stamped lettering on the cork.

Pinot Noir

After all cases of the first vintage sold out, Crafted Brands asked me in 2016 to work with them on the next product – a pinot noir from Oregon, sourced from Libra Vineyard in Yamhill-Carlton of Williamette Valley. The product carried the same branding, with slight updates to the size of the labels and creating a new map on the back.

Square Plumb and Level Pinot Noir vintage wine label graphic design and brand identity design.
pinot noir wine label front detail
pinot noir wine label back design
Detail of the front of the pinot noir run of Square Plumb and Level wine label designs show the logo icon and the seal embossed on the cover.
SPL Pinot Noir navy capsule wrapper and wine bottle packaging design for Square Plumb and Level of Crafted Brands by freelance graphic designer Russell Shaw.
Uncorking the Square Plumb and Level Pinot Noir wine shows the stamped custom SPL letters printed on the side of the cork and the navy bottle packaging with the branding design in silver.

Online Press and Recognition

Abduzeedo Daily Inspiration #2209


Client: Crafted Brands: “Boutique Wines, Small Batch Spirits”

Art Director, Designer, Illustrator: Russell Shaw

Copywriters: Bayard Crawley, Aaron Horton, Russell Shaw

Print Vendors: Tapp Label Company

Special thanks to Paul Sturgis, Julie DuRoss, Bill Knuttel