The main focus of Unlucky No.7 Vineyard is to market a Fraser Valley boutique winery. Targeting women aged 25-34 with moderate income and a basic knowledge of wines, Unlucky No.7 aims to use humour and unique illustrative style to stand out.

Simple illustrations and unconventional titles for each wine variety build a unique brand image. Unlucky No.7 takes a lighthearted approach to market itself. Departing from the traditional notion of wine as a beverage for formal celebration, Unlucky No.7 takes inspiration from the concept that if you celebrate your failures, they become successes.