Urban Legend's manifesto starts off by stating "Rules be damned".

Urban Legend is the winery brainchild of Marilee and Steve Shaffer. When referred to redesign their packaging from silkscreen to print I didn't miss a beat in saying yes please. You totally do want to hang out with these people.

With an easy and simpatico working style, we came up with the following. The labels contain various maps of Alameda, California where the winery is located. When the map appears in the U it is printed at 100% and stamped with a holographic, clear foil. As the bottle rotates, this embellishment adds a subtle and gorgeous shift of radiant and reflective color.

ulcellars.com