Brief
One Goat is Michael Unwin's best-selling wine, named after a goat that roams the vineyard to keep the grass down. The client, a fan of street art, wanted a bold, simple label, one that anyone could recognise as "the goat," even without their glasses.

Creative Solution
Various illustrations and images were created before the client selected the final mark: a goat standing with its head turned, showing both its face and its rear. Designed with humour, this was a deliberate choice, ensuring that however the bottle sat on a shelf, whether facing forward or not, it would always offer a cheeky view of the animal. The labels were designed in monochrome and copied using a old photocopier, then scanned and finished with a single relevant colour.

Following the redesign, the product was picked up by IGA, something the client attributed to the new label.