When Underwood canned wines hit the market in 2014, they introduced a new definition of quality wine with innovative packaging. The arrival of Oregon-grown wine in a portable 375-milliliter can captivated consumers who place a premium on craft products and adventurous living. To continue showing how wine rewards both epic and everyday feats while celebrating the three must-haves for summer—high adventure, cooling off and making the most of every fleeting moment—Portland, Oregon–based creative agency Swift crafted Inside Every Can, a campaign for Union Wine Co.’s website and social channels, including Instagram and Facebook. Swift capitalized on Underwood’s most recognizable asset, its block logo, as a vehicle for storytelling. For established offerings such as pinot noir and rosé, Swift depicts a scene within a scene, showing a can silhouetted against a continuous backdrop—a pool, the riverbank, a moment of outdoor solitude. The nine-letter Underwood mark is replaced by a word or phrase that captures the brand’s “pinkies down” mantra and the spirit of summer: “oh hell yes,” “the reward” and “happy hour.” For Underwood’s first seasonal wine cooler, Riesling Radler, the mark animates into the phrase “summer win.”

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