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."
http://newyork.grubstreet.com/2010/11/mary_queen_of_scots.html?e=grubstreet--20101103
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