We named the wine Cowpunk after the 70s music movement that was unvarnished, edgy and authentic, but not intimidating. The identity combines cow horns/barrel, and the same graphic style is replicated by icons on the back label that speak to Skin Contact - cowhide, No Adds (no additives) - syringe, Hands off (winemaking) – crossed hands, Roll it (keeping the wine cloudy) – rolling bottle, Reuse it – tap, Vegan – leaf, Bottle Ferment – bubbles. No requirement for reams of standard tasting notes for this forward-thinking brand: instead it’s cool yet non-alienating. The vintage is shown as a date stamp of the picking date which alters its position every four labels. As freshness is a key attribute of natural wines, this date stamping mimics fresh foods semiotics. The choice of the rounded typeface speaks to the approachability of the brand.

Every part of the packaging was designed with sustainability in mind. The bottles are not just recyclable, but reusable so that they adhere to the circular economy principles, using less energy and transportation costs of a recycled glass bottle. These refillable and reusable bottle sourced from Saverglass achieve 28% less C02 than standard single-use bottles. Sustainably-certified paper (Cotone Bianco) has been printed and debossed in black, with date stamp in blue. The two colour printing with no additional embellishments increases sustainable footprint, as does the printer’s (MCC Label) energy/water/waste reduction practices. The carton was made from 100% recycled card, with single colour print to again cut down on superfluous ink.