Brief: Create packaging for wine that appeals to comedians. Develop a fictional origin story for the product.
Solution: I pulled inspiration from Greek comedy and the cultural history of wine in Greek mythology, and created a story and visual language that appeal to today's comedians.
The story goes that Cratinus was a Greek comic poet who loved to drink-so much that it was a effecting his ability to write plays and entertain the gods. As a punishment, the gods ordered that Cratinus could only drink an hour a day. Both happy and sad, Cratinus went onto call that time of day, his 'happy hour'.