Drawing on the audacious personality of the wine's namesake, the Willy Wagtail, we modeled the label on the styling of a 1940s bird watcher's membership certificate. The ornithological subject matter provided an opportunity to feature the local birdlife and flora that exists around the vineyard, that hint at the fruity and colorful flavors of the wine. To maintain the soul and structure of the original vintage certificate, the fictitious Longview Sparkling Wine Society was created with a list of patrons and committee members, cryptically referring back to those involved with the production of the sparkling wine.