Designing to encourage cleaner farming

More of a movement than a brand, The Monarch Challenge’s goal is to have Napa and Sonoma be celebrated on a world stage for their commitment to responsible farming at the highest level. The label’s design incorporates not just its namesake Monarch Butterfly, but other important links in the ecosystem that have been hurt by industrial farming practices. The aesthetic is subtly inspired by do-it-yourself, cut-and-paste graphics (as seen in zines and 80’s punk posters). While longtime client Carlo Mondavi (and his winery RAEN) is the founder, The Monarch Challenge is a collaborative label that other producers can use to support the cause.