Giving New Purpose to the Imperfect

The wine industry is steeped in tradition—expectations are set before the bottle is even opened. But what if wine could be something entirely different? Able Winery challenges convention by crafting wine from apples deemed “too ugly” for store shelves, proving that imperfection holds untapped potential.

This isn’t just about making wine—it’s about rethinking production, reducing waste, and creating something extraordinary from the overlooked. Each bottle is part of a circular system where every apple finds its purpose, and nothing is wasted.

The visual identity draws inspiration from an unexpected but familiar source: fruit stickers. These tiny labels have long told the story of an apple’s origin, variety, and quality. We reimagined this everyday detail into a playful, distinctive design language, turning a simple convention into something completely new.

The bold sticker-like typography, layered graphics, and dynamic layout reflect the movement of the production cycle—always in motion, never linear. The result is packaging that feels both familiar and entirely fresh, reinforcing the idea that this is not just another bottle of wine. It’s a statement on sustainability, creativity, and breaking traditions.

Able Winery doesn’t fit neatly into the wine category—and that’s the point. Able Winery proves that great wine isn’t just about tradition—it’s about rethinking what’s possible and giving new life to what others overlook.

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