Existing wine guide websites seemed to lack the energy of a large market of wine drinkers between 25 to 40 years of age. The NZ Wine Guide was a more playful approach to drinking wine in New Zealand. It needed to have uneven edges to represent the laid back kiwi lifestyle, it needed an expressive illustration of wine throughout New Zealand. And it needed boldness to accentuate the adventurous nature of this particular wine drinker.