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Max Blum Photo

MY STORY

I've spent 30 years at the intersection of design and wine — building brands, shaping shelf presence, and helping small and family-owned wineries find their voice.

 

I specialize in label design, branding, and visual merchandising for producers in Napa Valley and Sonoma County who care deeply about what's in the bottle and want the world to see it.

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Before founding my own studio, I co-founded ICON Design and Display, which grew into a leading designer and manufacturer of custom retail displays for the wine industry. Over the course of my career, I've earned more than 25 design awards from SHOP! — the most recognized honor in retail merchandising.

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Since 2022, I've also been a vintner myself, producing wine in Calistoga in the Napa Valley. That experience has profoundly deepened my connection to this industry and the people in it. I understand the pride of ownership, the weight of a harvest, and the bridge between what's in the bottle and what the world sees on the label. It gives my clients a perspective they won't find anywhere else.

Boutique by design. Decades deep in experience. Uncompromisingly personal in approach.

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Thirty years of wine label design, brand identity, and visual merchandising for wineries in Napa Valley and Sonoma County. And since 2022, a vintner myself. I bring a designer's eye and a vintner's perspective to every project — which means I understand what's at stake on both sides of the label.

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©2026 Max Blum Design. All Rights Reserved.
 

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