Creating a new wine label is a big deal. We wanted people to enjoy the wine, of course, but to also savor the story behind it. Why Hester Street? That was the street in New York where Harry Rosen, the grandfather of Harris Rosen, opened a small, 15-seat restaurant. Each aspect of the wine bottle was a way to immerse the senses and invite consumers into the Rosen brand story. We created custom illustrations to bring to life what Hester Street in the Lower East Side of Manhattan looked like nearly a century ago and the copy of the tag tells a tale that’s part history, part aspiration, all celebration.