if you missed this dieline gem then here is a great example of a challenger brand prepared to stand out from the crowd and play with the typical market cues.
"&co represents simplicity – of purpose, provenance and production. the winery produces a single exceptional estate wine each season. to emphasise this we've pared the identity back to a black and white palette. we've made a feature of the type, letting it 'speak' to the customer. &co breaks convention with more traditional looking wine brands, topped off with the uniquely cool closure of a crown seal, we're not at all upset that once opened we have to drink the whole bottle."