Debuting in stores throughout Canada the new Hillebrand labels promote a “strong unified brand identity for the family of wines and each sub-brand” designers say. The new labeling is featured on Hillebrand Harvest Vineyard Select Collector’s Choice and Showcase product lines. The designs were created to communicate the brand’s position highlight the quality and heritage of the wines and elevate shelf prominence. All designs have an illustration of the winery and a seal with the “established since” message. The Collector’s Choice sub-brand uses “Group of Seven” paintings on the label with a different painting distinguishing red and white wines. A longer label was chosen for this type of wine to convey a more premium look. The Showcase blend includes a textured stock with an embossed “H” in Hillebrand as well as a torn edge to promote the hand-made nature of this wine. —ALR