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Lead Image

Wright & Goebel Business Cards


Production Method




The Working Assembly

Lawrence O'Toole + Jolene Delisle



Rise and Shine Letterpress

See Printer Profile on Inker Linker

Color & texture tie one on in this nautical themed identity package for wine & spirit vendor Wright & Goebel.  



Wright & Goebel

Quantity Produced


Production Cost


Production Time

2 Months

Dimensions (Width × Height × Depth)

3.5 in × 2 in

Page Count

Paper Stock

Crane Lettra / Ecru / 110 C (300GSM)

Number of Colors

1/1 PMS 553U soy ink






Wright & Goebel Business Cards
Wright & Goebel Business Cards
Wright & Goebel Business Cards ---

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Project Description

The challenge put forth by the owners was to envision a look that was completely different than most other wine shops—no old world, barrel, glass or grape imagery here. Instead, the owners were taking a decidedly more modern approach to the store, presenting bottles in a curated, gallery-like atmosphere. The feel of the space was to be west coast, modern, and inspired by yachting and nautical lifestyles.

The letters W and G overlap, joined by an implied ampersand, which also reads as a knot. In keeping with the nautical inspiration, the chosen colors are a muted navy over an ecru stock.

Production Lesson(s)

Rather than true blind embossing, which would cause issues with push-through on the face of the card, we used two plates for printing the reverse: the first was for the overall field of blue, which allows the central monogram to rise in texture, and the second was for the pattern.

Once the first pass of the reverse was dry, we ran the cards through the press with using the pattern plate and no ink. The effect was a subtle blind deboss of the pattern. This is what we were looking for, but the pattern was just a little bit too subtle. However, after some experimentation, we ran the plate again over the cards with another hit of blue on just the pattern, which debossed the pattern and made an interesting two-tone effect. ”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 1, 2012


Filed Under

Business Cards


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End