White Cross Cellars
Brand Identity / Brand Expression / Packaging / Web Design
Redefining Taste
The Brief
Can consistency across touchpoints reshape opinions about wine?
The Opportunity

White Cross Cellars is based in Iowa’s historic Amana Colonies. Part winemaker, part retailer, part event/dinner host, the client came to FUEL for help building a brand that would introduce wines made with the owner’s heirloom Old World recipes using New World grapes. Done right, it would change people’s perceptions of wines from the Amana Colonies and broaden their appeal to a broader market.

White Cross Cellars logo

Brand Identity

It began with a new logo. The client engaged the FUEL team with clear guidance about what he was after. The resulting mark drew upon heraldic influences reflective of the founder’s and the area’s German heritage.

White Cross Cellars logo on a black background

From wines and dinners, staff and merchandise, imagery throughout the website and marketing materials would show depth and attention to detail at every turn.


Estate-grown grapes from a local winery are crushed with imported varieties to reinterpret the classic wines of Germany, France and California. This means White Cross wines stand on their own from the predominately fruity wines synonymous with the Amana Colonies. Sleek bottles and a set of clean, understated label designs immediately helped White Cross wines stand out.

Web Design

With a website harkening back to the last century, it was time for a refresh. FUEL designed and delivered a site experience that helped serve three sets of constituents – those exploring White Cross wines, their hosted Dinners and Celebrations, and Prosit Wines, its retail location.
White Cross Cellars website displayed on a tablet
White Cross Cellars website displayed on a phone


White Cross ADAI award

Excellence Award | Online / Interactive

ADAI 63rd Annual Design Exhibition

“The entire process from beginning to present has been a pleasure and it is one of the best decisions I made. They have been easy and delightful to work with and the end result is excellent.”
— David Rettig
Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies