![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1BoOZczRc3vh0vSjeo6tR5DWvjg_KlicCMXtQTm9Ncr2q0q_RTmNl5raIeriGqV35ro6ZXt4oOb7-F5zo5XA6SNn9vhtZX57IP6wgmVpGjtPwiq3djTlM5puTVv_2UbqutrGkq5EAocc/s400/product+design-wine_Michael+Austin+Winery_Hatch+sf.png)
On their website, they had this to say about their branding concept for this client-
"The Michael Austin Winery was started by two long-time friends, whose middle names are "Michael" and "Austin." Rather than pretend Michael Austin actually exists, we invented stories about a character (loosely inspired by the two founders' lives) for each label. "Bad Habit" refers to how the two men met in a catholic high school, "High Flyer" because one of them flies small airplanes, etc."
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjOEj550pRg-rzR2nUPssyXfShomCWhuPxF37F8iy1hiRHLUKbV9sggm4pvZijUFGaKCPBgRXHzAG6QX3AttD4hklCOd7RYX2zFc6oH_L6mjPSmT1xLiY4qtqCxWF839QL7fg9O1_Lp-I/s400/product+design_bad+habit+wine_Michael+Austin+Winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiufGTGjrt0VF_8TVGqjii4TlS9p7FTs6r6NQoneEMH82V7Z_oN8H65RV-o2HdQXpVQI7sczRf25sFeXy2hJNXbIMhezmxwx9Z9_2pfv13Ny1l0pElr1MBTOSPxlmBmamsg8f42NZK80Eo/s400/product+design_grape+tamer+wine_Michael+Austin+winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmriH42yGiL9Cg5pBZOHY9Hbiz5IaCw4pYvb0PpkMLjiaI7VIQq3G0ZVy4EKSMd-mBVsqFCyk_lOydG5Vn59U8q1_PBySyeO2fs354OgfiJrLA3tt82TGgy5kIsUg_9RQkVyyT1yR3-cw/s400/product+design-high+flyer+wine_Michael+Austin+winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkERf92NbT87xceHu70JznybbJY1sCkkaHrtNvPUHWl988_hBFVdh0sset2J3DrpaZrq-0Q2vQUeA4qcLBmCqWKL-4S_exVUVhx2c2kJF-_Y7KsB7uk_hcrFuUEI1xnQEyh7EomHWl1hA/s400/product+design_moral+compass+wine_Michael+Austin+winery_hatch+sf.png)
While I love each label, I think my most favorite is "High Flyer." It probably has something to do with my first "to-do" listed here.
You can read the accompanying stories for each label on Hatch's website, and you should because they are quite entertaining.
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