Grocery store aisles and wine boutique shelves are battlegrounds. Attention is the ultimate prize. Upon winning that contest, a number of things need to be conveyed instantaneously, before the battle starts all over: sentiment, story, promised sensory experience. If that message is clear, and the customer is appropriately inclined, you become a part of their lives. Producing wine label designs for Napa and Sonoma wineries, and for high-end food and beverage generally, is a passion of mine.