In a contractual role as Vice President of Operations for respected Oregon Pinot Noir producer Torii Mor Winery, Joseph Granados directed an "evolutionary," albeit significant, upgrade to the winery's flagship Pinot Noir label. 

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Improvements included cleaner graphics and font treatments to improve shelf impact, plus the addition of a subtle red family crest icon in the bottom left corner to create interest. The overall result gave the Torii Mor brand a more professional and distinctive image without radically changing the winery's historic logo.