The existing 7 Deadly Zins brand is redesigned to bring a new target audience to a drink that is typically marketed to older generations. 7 Deadly Zins is a funny, yet clever title and the brand should reflect that. Because of the dark color of the wine, at first the only thing the consumer would see is the logo and a red skull. The words are revealed as the user pours out the wine. The question is, are you revealing these sins in yourself as you become more inebriated?