With the goal of creating more shelf-impact and moving this brand to a higher price point, I designed a label that was both aesthetically different and artistic in its appeal. A brand born of the outdoors and extreme sports culture, Gnarly Head's audience is as edgy as they are refined. I hand-rendered several ideas of illustrated "gnarly heads" and typography that could be applied across the different varietals. Three of these graced cream art paper for the mid-level merlot, petite sirah, and chardonnay. In addition, one limited edition case and cabernet bottle were designed in black.