\ Challenge

Capel Vale are well-known for their mid-range wines so when they decided to foray into the realm of Pet Nats (notoriously popular with a younger, taste-making crowd) a brand extension was needed.

\ Outcome

A label to take pride of place, whether that be bar or backyard. We reimagined the Capel Vale duck for an audience uninterested in the status quo but inadvertently setting it. A group who buy for the label, stay for the flavour, and repurpose the empty bottle as a candle holder.