The design concept of this wine label follows the guiding principle “prohibitively good” in order to communicate the renown of the vintner Xavier Vignon and the high quality of his wines. Unconventional imagery puts the initial letter of his first name into focus. In combination with the name of a red wine, this creates the product name “XIRAZ!”. With a red X in the background, the label is eye-catching and reminiscent of a prohibition sign. Three background colour variants, which form a visual unit together with the key visual, make the wine selection easier and create a distinctive overall appearance.