The Challenge
PJ’s had local brand recognition, but its generic label disappeared on store shelves. With zero budget for custom bottles or expensive print finishes, design alone had to carry the weight—making the product look authentic, premium, and craft-made without confusing existing buyers.
The Solution
• Led the label redesign from initial concept to print-ready art.
• Directed the selection and licensing of artwork by renowned illustrator Steven Noble that added instant heritage and craft appeal.
• Sharpened colour contrast and copy hierarchy so the bottle stands out on retail shelves.
• Elevated “Ontario Cream” from an afterthought into a prominent mark of quality.
The Result
• 8+ Years on Shelf: The label design has been selling in-market for eight years without needing a refresh.
• Retail Success: Secured and held prime LCBO shelf placement while expanding into new flavour SKUs.
• Award Winner: Earned a Double Gold Medal at the 2018 Finger Lakes International Wine Competition.
