Almost a century ago, the Mac & Fitz fruit packing house opened in Kelowna, British Columbia, Canada. Through the Cedar Creek Estate Winery, the family is still in the fruit business. The Mac & Fitz, Shift’s End Label is a way for them to pay tribute to the family’s pioneering days. By using bold typography, we modernized what could be a predictable heritage homage and instead, told the story in a no nonsense way befitting, well, pioneers. Using simple descriptive language and bold typography we bring the design to a more contemporary place as well as increasing the design’s shelf presence.
For the reverse of the label, in keeping with the no-nonsense pioneering approach, we wanted to keep things simple and easy. For this reason, the back labels show the three most prominent flavour profiles. That’s it. Making it easy and simple to decide whether this is the right wine.