Cakebread Cellars, a renowned winery in Napa Valley, sought a distinctive brand name for their new wine collection featuring premium varietals from California’s Central Coast. The ideal name would combine youthfulness with premium quality and build on Cakebread’s storied wine heritage.


The result is Bezel – a contemporary brand name that reflects Cakebread’s reputation for wine craftmanship. Lexicon developed the brand narrative as well as the name, setting the stage for Bezel’s successful debut in 2023.

The name Bezel refers to craftmanship, similar to that found in the artistry of fine jewelry or watch making. In the case of wine, Bezel symbolizes the 50 years of winemaking expertise and craftsmanship that the Cakebread family brings to their new venture.

Wine Advisor

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do