“We helped Hungerford Hill develop a wine brand that leverages its equity while appealing to a younger audience. Our thinking was a response to the brand’s name, The Underground Project, which captures the range of experimental wines created by Hungerford Hill’s winemakers. Redacted documents, leaked experiments and secrets from the winemakers’ bunker inspired our design, which enabled us to easily change shape, bottle size and copywriting across the wine varieties—all with their own ‘secret’ story—but still have them look like a set. Our bold stripes also distinguish the brand within the crowded online market.”