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, and the images featured here differ slightly from the final labels and use different printing processes.