Diageo approached me with a seed of a concept: “a fairytale-themed wine.” From that, I came up with the name, Once Upon a Vine, designed the logo, created the original illustrations, directed the creation of hand-printed, heat-foiled and embossed prototype labels, designed the cork and capsule, designed numerous rounds of packaging concepts, and ultimately created the final print-production files used for the initial bottling run of over 100,000 cases. Once Upon a Vine was the Nielsen rated “Number 1 New US Wine” for several months, was widely shared on social media, and continues to be available across the US now.