E. & J. Gallo Winery needed a name for their premium cabernet and chardonnay that could work across any varietal and blend. Further, they wanted the brand name to possess a distinctive element of enchantment, yet still appropriately fit into the premium wine category.


Lexicon developed the brand name Storypoint, which referenced savoring both the moments and stories created when drinking wine. The name Storypoint provided a subtle touch of magic that was in line with the winery’s target consumers, without compromising the maturity and seriousness of the brand’s positioning.

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