Canada’s most awarded wine brands. In celebration of its 30th anniversary, and to compete in an increasingly saturated category, Jackson-Triggs’ brand needed to redesign its Proprietors’ Selection line. The primary objective was to create a fresh and contemporary appearance that would remain recognizable to the brands’ core consumers, while also attracting the interest of potential new customers. With 16 varietals, two bottle formats and boxes, Proprietors’ Selection’s presence on the retail shelf is extensive. Colour is vital to the line – as one of the first brands to colour code varietals, it was integral to include it in the redesign. Building on the two-colour ribbon from the previous label, we created a dynamic, weaving expression of the concept of “connection” which became a cornerstone of the brand system. This concept facilitated a bold approach to product launches and ensured a consistency across all touchpoints.