Through time-honoured traditional structures and familiar cues, wine producers are able to immediately establish expectations of grape variety, wine style and regionality on their packaging. With essentially all producers presenting their product in the same appropriate generic bottle shapes, establishing brand recognition is highly dependent on the characteristics of the applied graphics to distinguish the origin of each product and producer.

Creating a distinctive label shape allowed the many different products and stories to be told within the repetitive format. This collective repetition greatly impacted the perceived brand presence on shelf. One brand, many different wines.