BACKGROUND
This design was originally conceived for Oddbin’s Merlot range. When they decided not to proceed, we thought someone else might like it instead. Armit Wines snapped it up.

STRATEGY
The original strategy was to create an antidote to perceptions of old world wine. Rather than bow to category norms and do something involving restrained typography and illustrations of the region, WMH took a more lateral approach.

SOLUTION
Inspired by the guard dogs that typically guard vineyards, the design features a gritty shot of a ‘chien de garde’ (guard dog) and, thanks to an extended label, made it chase its tail around the bottle.