During my 10-year tenure with Bird Dog, I led multiple rebrand initiatives across an 18+ flavor portfolio, evolving the visual identity from a standard front-label approach into a more immersive, wraparound design system. The redesign introduced custom, hand-painted artwork created in collaboration with a local artist, featuring Bird Dog imagery depicted in natural settings to give each flavor a distinct and ownable visual presence. Beyond aesthetics, the wrap label was a strategic solution to retail challenges—ensuring consistent brand visibility whether bottles were front- or side-facing on crowded shelves. Additionally, the system was concepted to function as a cohesive collection, drawing inspiration from a row of books on a shelf, encouraging multi-bottle merchandising while reinforcing a unified yet varied brand story