Owner & Creative Principal, CF Napa Brand Design
Seminar: Panel 3
Over the past 17 years, David Schuemann has led CF Napa Brand Design to become one of the world’s preeminent brand agencies specializing in the alcohol beverage category. During that time, CF Napa has created some of the fastest-growing and most successful alcohol brands in the world. The firm’s work has earned international recognition from almost every major design competition in the world and has been showcased in some of the most prestigious museums, including the Museum of Modern Art. CF Napa’s work is part of the permanent collection at the Cooper Hewitt Design Museum at the Smithsonian in New York City, and the permanent collection of the American Design Archives at the Denver Art Museum.
In 2013, Schuemann authored “99 Bottles of Wine, The Making of the Contemporary Wine Label”. The book offers a rare behind-the-scenes look at how creative packaging and innovative design at CF Napa drive some of today’s most successful wine brands, while featuring 40+ years of design work from the firm. David serves on the advisory board for Women of the Vine as well as Artisan Spirit Mag, where he is considered a thought leader in branding for the burgeoning craft spirits industry. In addition to his involvement in a variety of industry organizations, David speaks regularly about strategic branding and design at conferences worldwide.
David earned his BFA in Graphic Design at the University of Wisconsin–Eau Claire and started his career shortly after in Minneapolis, Minnesota, where he worked for the US record label K-Tel Records and later Carlson Marketing Group, one of the largest ad agencies in the world. Early in his career, David fell in love with wine while working at many restaurants as a wine trainer and server and became an avid personal collector. In 2000 Schuemann moved to San Francisco and joined Addison Branding as its Design Director. There he oversaw packaging and large corporate identity projects, including the complete rebranding of Hawaiian Airlines and its fleet of airplanes. Soon thereafter, Schuemann found the perfect marriage of his passions for the alcohol beverage industry and design, becoming the Creative Director for CF Napa Brand Design. A few years later, he purchased the firm to build what is now one of the most respected brand design firms in the alcohol category.