We’ve all heard the old adage, “Don’t judge a book by its cover.” But let’s face it: We just do. And it’s not only books that we scrutinize—the same can be said for practically everything. Whether right or wrong, it’s often the more aesthetically pleasing item that we find ourselves selecting again and again. A bottle of wine is no exception. A visually engaging label inherently draws people in, and this is precisely what David Schuemann, Owner and Creative Director at CF Napa Brand Design banks on.
CF Napa is a boutique branding company focusing exclusively on the wine, beer and spirits industry. As the head of a multiple-award winning design firm, Schuemann is continually at the forefront of creative marketing and specializes in creating the elusive brand essence for his clients. In his visually stunning coffee table book, “99 Bottles of Wine: The Making of the Contemporary Wine Label” (published by Val de Grâce in 2013 and available on Amazon), Schuemann offers a behind-the-scenes look at the innovative design of some of the world’s most preeminent wine labels.
In addition to running a world-class company and penning books about wine and branding, Schuemann has been asked to speak about his expertise at wine industry events, conferences and symposiums worldwide. The Scout Guide recently caught up with this busy entrepreneur to find out what makes him tick.
Q: What do you love about your job?
A: The free wine of course! Actually, I love helping brands reach their true potential. I’m an entrepreneur at heart and helping start-ups get off on the right footing is really rewarding. Similarly, I love the challenge of helping established brands push through barriers in order to succeed in the marketplace.
Q: What are your top three favorite wine destinations?
A: Okanagan Valley, British Columbia, Maipo, Chilé and Tuscany, Italy.
Q: What are you reading?
A: I am voracious reader. I just finished up Unconscious Branding by Douglas Van Praet, David and Goliath by Malcolm Gladwell and The Ledge by Jim Davidson and Kevin Vaughan. I am now reading Start With Why by Simon Sinek.
Q: Favorite local restaurant and favorite dish there?
A: For me this is a bit like asking me to choose my favorite child, but I always find myself back at Bouchon in Yountville. I always start with the oysters of the day and salmon rillettes to share and then the mussels with pommes frites!
CF Napa Brand Design
A few labels created by CF Napa: