Black Cellar had been an existing brand for many years before this project started, and needed to keep pace with competitors in a growing, crowded category. Working with the agency KBS Canada, the challenge was to communicate 'craftsmanship' , look premium, and stand out on store shelves. 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 exceptional character. The concept images featured here differ slightly from the final labels and use different printing processes.