Sustainability wasn't new here. Calling it out was.
Branding & Advertising
Creative Services
A certification is stronger when people understand what it stands for.
For Sustainable WA, the opportunity was to give Washington Wine's longstanding sustainability practices a clear, credible identity. GreenRubino positioned the science-backed certification around the region's existing commitment to stewardship, connecting rigorous standards with adistinctly Washington brand story that growers, winemakers, distributors, and retailers could understand, share, and rally behind.
The Challenge
Washington wine had a sustainability story long before it had a sustainability certification.
For generations, growers and winemakers had worked with the land, adapting to the unique conditions of the region and building stewardship into the way they worked. Now Sustainable WA was giving those practices something new: a rigorous, science-backed certification, and a brand to go with it.
The Strategy
We weren't creating a new story. We were giving an old one new meaning.
Rather than make sustainability feel like the latest initiative, we rooted the brand in something that had always been true about Washington wine: caring for the land isn't a trend. It's part of how things are done here. That led to a simple idea: 'What rooted us then, sustains us now'.
The Solution
We built the Sustainable WA brand around the place itself.
Instead of the lush greens and picturesque vineyards often associated with wine, the visual identity embraced the arid beauty of Eastern Washington: muted, earthy colors, intimate photography, and organic forms. Together, the language and design connected the pioneering spirit of Washington's early winegrowers with a modern commitment to stewardship, innovation, and resilience.
One sustainability standard. A brand the entire industry could use.
GreenRubino translated Sustainable WA’s rigorous certification standards into a clear, credible identity for growers, wineries and industry partners.
The scalable system extends across wine labels, vineyard signage, websites, social media and marketing while complementing participants’ individual brands.
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
