Intrinsic was meant to connect wine to the energy of the city—gritty but still elegant enough for a $20+ bottle. We partnered with Brooklyn street artist, Zimer, whose iconic “lady in red” became the centerpiece of a nearly full-wrap label. The original, custom painting was done on a 4′ x  6′ canvas before being photographed for production, giving the design authenticity and presence. High-end finishing touches—custom inks, embossing, foils—made the bottle as tactile as it was striking on the shelf. It was such a success that additional varietals with new illustrations were added to the lineup.