The brand’s tone of voice already projected a lively personality, offering a refreshing alternative to serious wine speak, our challenge was to translate this existing look into the smaller can format. The colourful label was perfectly balanced on wine bottles; the direct yet playful nature was softened by the visibility of the liquid, but an opaque aluminium can was a different beast.

Squealing Pig’s iconic wine bottles feature stripes on the closure, we borrowed the stripes and elevated them to a key visual feature to stand out in hand. The simplified design has strong visual appeal yet is still very much aligned with the Squealing Pig identity, an extension of a well-loved brand into a new category via some subtle design tweaks.