As an importer and distributor of wines from all over the world, the client wanted to create their own house brand, naming it 12 Tribes, suggestive of the 12 tribes of Israel. A concept was born. There are three ranges of wine, all with the same logo icon, which differ according to the range. The 12 Tribes presents a range of labels, each with a custom illustrated symbol for each tribe and a common icon that we customized for the high-end, design-appropriate price-point range. Each wine is a different tribe displaying a different color with individualized illustrations. The challenge was to create three wine ranges, varying in price but with equally superior appearances. A unique concept showcasing labels displaying the biblical character of the Land of Israel. All are color-coded with custom illustrations with variations of the logo according to the range.