![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSMcqDx3BiXEt8LwHjclV1YNGhS7PZkjTu7o5KmriKuH6f228pfSiXQOSC0xBTqdJfD_rm0akHaLENaQqTx4_pzbbf52e-94uug__HZXWL-FQA7WTzbmpiOLPyvBt69UqY35-ecPVAI08/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/AVvXsEiOK_Qr3gW1DbHjaMmzwMwsAPScMbtkPlrPLASqJYfZ_hZ_agw137-PO9XX5QDC0HWv0Rpnl_UNme01MvgbsQ5m28c5vZgwbgFV4iPAOIcjQaYo_LT74894Ru8AfhiIyoswlXAa1uMWiDU/s400/product+design_bad+habit+wine_Michael+Austin+Winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge5XAufllD_IFi8YsBuhEZrVAEy9tzSXHNZvEUq-iyYgEQ1EMDmuT1RgXsDYRNZpLFfTACAwoTzVu_WfWle80QMUZQz8xbuMFi0JFg7WWoGBeXD4FqUscA_aQ1m84MeYNdhElcr2Q2B-o/s400/product+design_grape+tamer+wine_Michael+Austin+winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVb1DBD9exaKT1jzN-Eob0Qg3qOXM0UOEQGFZInh3-v2FXG3ihoTsFe5Xkg-nPL4p8lM872RMGWr2TFPcaw1EZRDld8acUF_Ch3f4GJE6QHvmjgQwMeole0eYLmsLGR6GigOqwMssgtO4/s400/product+design-high+flyer+wine_Michael+Austin+winery_hatch+sf.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6ypn96tM5AsKXN_hDaUy79K3JulJn4wuoNzddOdevTiWDS9NhX70J7RjZeL0BI8eoSKpc87Ve5HNeRIC0AF-HCf6M0L-T2_1dp3orSL_XRQTF4X5iNwVci9d99Zk__u6qxpnsHXROg8c/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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