Let us jump ahead and suppose that you were at least once in a position to recommend a great wine to a friend, but the name and the specific label were just too hard remember and recollect. Don't worry, you are not to blame. That is probably due to the traditional and unimaginative labels that pack the store shelves (or at least the store shelves we frequent). With those two problems in mind we crafted a strategy to bring common everyday wine talk and translate it into effective and recognizable hand-painted wine labels. The result was a distinctive mix of humor and punchiness targeted at the upscale clientele of Easy Choice Winery in Paarl.