Black Cellar had been an existing brand for many years before this re-brand, and needed to keep pace with competitors in a growing, crowded category. The challenge was to reimagine the brand entirely, while communicating 'craftsmanship' and standing out on store shelves next to key competitors. Aimed at gaining a millennial following, the new brand also needed to retain the existing customer base as well. The outcome was a very bold and dark brand that allowed for mysterious narratives surrounding the 'cellar' – where its winemakers work to create unique, numbered blends of quality and character. This project was produced under KBS Canada.