Proper has designed the new wine labels for Karas Wines A Tale of 2 Mountains, targeting a younger consumer segment by providing branded experience at an affordable price. Hand-drawn illustrations of Mount Ararat contrasted with bold typography preserve the warmth of the ancient Armenian winemaking tradition with modern appearance and sensual digital reproductions. Labels of white and red wines are identical in design and vary in colour. White wine comes in sky blue label, which reflects the subtle taste of the dry wine. Terracotta is selected for red wine, warm and rich in flavour.