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A catering wholesaler with its own brand of rose wine was keen to make inroads into upmarket wine bars and broaden its more traditional base of clients. The wholesaler wanted to grow sales of its Caparelli brand particularly amongst women. Having briefed in the brand name and suggested a gangster theme, the client asked us to think about ways of bringing the theme to life while continuing to appeal to the female market.


A flowing handwritten font was used against a pink background with the addition of a kiss to bring to life the playful aspect of the brand and making the theme less sinister. The capsule used to seal the bottle, and the box outer were also designed in pink. The design was dominated by the height chart used in traditional mugshots but with a lighter twist.

The original concept was softened by using an image of a younger, smiling male figure dressed as a wine waiter, bringing to life the gangster theme with irony and humour. Signing off the label with a cheeky hashtag ‘#toosweettobebad’ enhanced the playful qualities of the Caparelli brand.

the results

“We were really delighted with the way that the design team brought to life the gangster concept through the use of colour, and the style of the photography. They created a classy, trendy image for our wine product that resonated with a younger female wine bar market.”

Brand Manager, Caparelli

the project team

David Nelson (Lead Creative), Rob Digby (Artworker), Lynda Doggett (Studio Administrator), Kris Batley (Client Services) and David Brown (Account Executive).

our creative toolkit

If you are thinking about starting a new project we have created a few simple items that might help you. Our creative’s guide to getting the best out of your agency is full of helpful advice and our top tips to writing a creative brief is a perfect prompt when completing one of our project briefing sheets. All three are available to download below.

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