What I love about packaging is its inherent potential for interactivity. You usually can’t walk up to a painting and touch it, but packaging is meant to be picked up and handled.
This is a label I designed to be picked up by the casual wine drinker. Though my original idea was to draw a courageous knight charging into battle against a dragon, I decided the knight running away from danger worked better due to the nature of his journey being, on account of the bottle’s shape, circular. And it made me laugh.