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When asked to develop a name and packaging for Bleasdale’s iconic tawny port, Adelaide Australia’s Parallax Design began by naming it Fortis et Astutus after the Potts family motto meaning “Bold and Crafty.” Bleasdale’s founder, Frank Potts, served in Australia’s Royal Navy and had sailed the world by age 21; the bottle was modeled after those used on its ships, short and squat with a low center of gravity that kept them from toppling over in rough seas.

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