Screw It was designed for a lower-priced wine target market. The idea was to keep the label witty and relatable. The design drives from the concept of drinking a glass a wine to unwind after a long day. The name is a mix of the actual corkscrew used to open wine and the act of not caring. The speech bubble shaped label becomes interactive by leaving space for one to write down various reasons on why they are drinking a glass of wine and ranting about their horrible day.

2010 was intended for a moderately priced wine target market. The design mixes the sophistication of a higher priced wine with a minimalistic design of a lower priced wine. The use of numbers as the name modernizes the design by keeping it short and associating it with our digital world we live in. The san-serif typefaces and interlocking of text applies elements of a sleek simplistic eye-catching design of a lower priced wine mixed with a unique shapped label of a moderatly priced wine.

Beso was designed for a higher priced target market. The label focuses on the aroma of a traditional romance. Various design elements were created to bring out the classical aspect of romance. The word “beso” means “kiss” in Spanish. Naming it after a foreign word it gives the wine an exotic appeal. Using a rustic red color represents deep love and suductive dark red lipstick women wear. The traditional flowers with grape vines and unique shaped label tailor to the asthetic of a higher priced wine.