“Reinventing a staple and the largest volume wine brand in Canada was no easy task. Peller Family Vineyards is based on the concept of social gathering. We identified the brand’s core values and tone of voice—crowd-pleasing, tradition, passionate, clean and inviting—and further developed a timeless package design for the line of wine. Reminiscent of a timeline or film reel, the layout evokes a sense of events unfolding. Our work included background research, focus group testing, seven iterations and more than 150 different stock-keeping units created from scratch, including custom photography for each pack, outlining the ideal use case and situation—no stock photos here!”