A vodka made from cactus is anything but ordinary, and High Desert goes to great lengths to make this unique, delicious spirit. The challenge? Communicating the story behind this product in a way that stands out in a crowded category. Our solution was to make the customer curious. So we did something unusual—we hid the logo. It’s effective on the shelf, as the scene on the inside back label shows through the window on the front only from a certain angle. The scene shifts from different vantage points, enticing the shopper to pick up the bottle and take a closer look.