Petrus Mouton was commissioned as a memorable limited edition boutique wine concept and label, intended to play on perception at every level.

Combining a passion for wine, a locally renowned name that sounds like two famous French bordeauxs, and a sense of humour. The sheep on the rock is the literal interpretation of Petrus meaning ‘rock’ and Mouton meaning ‘sheep’; but look a little deeper and the sheepish wolf in the foreground with his two bottles of Bordeaux reveals the cross-continental innuendo.

We balanced accepted wine cues with innovative twists in everything from ideation to materials and substrates. Exquisite detail in the execution is achieved through layers of mystery and meaning all within a sophisticated box, beneath a wrap with specially developed PM monogram, and revealing a masculine bottle with an illustrated label. The label showcases meticulous crafting of detail; printed on uncoated paper and embellished with embossing and red foiling.

An evocatively elegant execution of an ingeniously intricate idea that was overwhelmingly well received, with the entire batch entirely sold out.