Rachelle O’Brien, Owner of RLOCreative
At a Glance:
Professional graphic designer with 20 years experience; wine industry focused since 2011
Founder of Pique Label (an e-commerce company selling ready-made wine label designs)
Holds degrees in Graphic Design, Wine Marketing & Sales, and Studio Art
Has designed hundreds of wine labels (for both commercial and non-commercial clients)
Knowledgable with U.S. wine labeling laws; has submitted hundreds of C.O.L.A. applications to the T.T.B.
Has created and registered over a dozen wine brand names with the U.S.P.T.O.
Has designed a wide range of marketing, informational, point-of-sale, and packaging materials for many nationally distributed wine brands
Hobby winemaker
“The work I do must utilize my talents, reflect my passions, and align with my values.”
These words hang above my desk and guide the work I do. I rarely take on projects that do not meet those criteria. That said…
What are my talents?
Problem solving and function-based design.
I am skilled in looking at a problem from all angles and coming up with unique, creative solutions that are not only aesthetically pleasing, but are highly functional.
What are my passions?
Creativity and curiosity.
I have a passion for pushing boundaries, questioning the status quo, and spotting missed opportunities. I approach things with a “just because it’s always been done this way doesn’t mean we have to do it that way” attitude.
What are my values?
Integrity and authenticity.
It’s so important that I not only create quality work that meets or exceeds my clients’ expectations, but that my interactions with my clients are positive and genuine. Most of my clients I have worked with for 7-10+ years and all of them are people I would happily grab a beer with.
How I’m Different
First, I firmly believe that my combined experience and education give me the unique ability to provide my clients with a breadth of skills not often found in a one-person design company.
Second, there are the benefits of being a sole proprietor. Unlike design firms, I have the luxury of choosing to work with clients who may have smaller budgets. Additionally while these firms may be juggling many clients in order to cover their massive overhead, I am able to work with fewer clients at one time, providing each with a more personal, one-on-one experience.
And finally, as a fellow (hobby) winemaker and oenophile, I can speak your language and understand the unique challenges specific wine.
Experience
I began my career in graphic design working mostly for technology start-ups, but found the work unfulfilling. I desired to work on exciting, consumer-facing projects that yielded tangible results, not pixel-based B2B projects built for attracting investors.
So in 2011, I shifted gears, moved to Napa, and started working for the wine industry designing packaging for a custom crush facility. It was the best crash course I could have asked for. Juggling 30+ clients at a time, I learned to work quickly and efficiently. I managed each client’s packaging project from concept to completion. This included face-to-face brainstorming sessions with clients, working with the winemakers (aka bugging and bribing them with sweets) to gather technical information, submitting COLA applications to the TTB, and designing custom corks and capsules. I also managed the printing of each label. Some labels were printed in traditional offset, but most were printed digitally using an automated system where I performed all the prepress duties; the printer didn’t touch or proof the files before printing - at times a nerve-wracking experience!
This varied experience provided me a solid foundation upon which I started RLOCreative.
Education
In 2005, I graduated from CSU, Sacramento with a Bachelor of Science in Graphic Design.
To prepare me for a transition to wine-specific design, I decided to go back to school and in 2015, I earned a degree in Wine Marketing & Sales from the Viticulture and Winery Technology department at Napa Valley College. It provided me with a solid understanding not only in regards to the marketing and selling of wine, but the making of it as well, with topics including cellar operations, clean winemaking, viticulture, and sensory evaluation.
To keep the educational ball rolling, I decided to brush up on my art skills and in 2017, I earned my second degree from Napa Valley College in Studio Arts.
I feel my combined education in wine, art, and design has placed me in a unique position to provide my clients with a more comprehensive set of creative services.
Working with Me
I'm a curious, purpose-driven person who is passionate about achieving the ideal balance of form and function.
I dabble in many forms of creative expression, with the belief that every project whether for work or for play, will inform the next.
I love to dig into complicated problems and find more practical solutions. I am also a person who, after assessing something and finding it sufficient, will say, "well, if it ain't broken..."
I consider myself an “old school” designer. I approach the process in a very tactile, analog way - working as much as I can with pencil and paper before I move onto the computer. I feel this process often yields more successful, meaningful designs.
I think of my clients as my partners and like to involve them in the design process as much as possible. I take pleasure in extracting and deciphering creative ideas from the minds of even my most self-proclaimed “non-artistic” clients. I believe everyone has something to offer.
I strive to work efficiently. Unless a client requests the “design firm experience” I skip the refined, glossy, computer-generated concepts. I prefer to show clients my rough, hand-sketched ideas on paper as I believe presenting more refined concepts too early on can limit creative possibilities.
I value open and honest communication with my clients, especially in regards to budgets and expectations. I feel it’s crucial to establish clarity in these areas from the start in order to have a stress-free and successful working relationship. Simply put, I like to get the nuts and bolts out of the way so we can focus on the fun stuff!
My Hobbies
Winemaking... of course!! With grapes I hand-harvested from Russian River Valley, I have produced three vintages to-date.
As one can tell from my Play Gallery, I enjoy many forms of creative expression including sewing, baking, ukulele playing, crocheting, singing, photography, crafts, greeting card designs, painting, drawing, and printmaking (including screen, relief, dry point, intaglio, monotype, and linocut).
I love to travel to new and exciting places - typically off the beaten path - places that require a combination of a plane, train, boat, or tuk-tuk to reach.
I’m an avid learner. Some of my more recent classes have included glass blowing, Southeast Asian cooking, aerial acrobatics, and getting my motorcycle license. Next on my list... free diving, fly fishing, and finally learning how to whistle!
When I am not at home being crafty, backpacking in another country, or taking a class, you can find me on many of the hiking trails around the North Bay, either making my way to the top of the mountain to take in the 180 degree view or zig-zagging through the underbrush, obsessively foraging for mushrooms.
“I have no special talent. I am only passionately curious.”