Each label design in the On a Night Like This series illustrates a scene from a Haiku. Comprising of 17 syllables, Haiku is unique as the worlds shortest poetry. To convey a message with 17 syllables, word selection is key. It really is the art of omission. A well-written haiku is so sharp it stimulates the readers imagination and inspires them, we wanted these label designs to do the same. Other than the moon and creatures, very little else is drawn, which leaves a lot of white space. We believe that by subtracting instead of adding, omissions and white space help convey a stronger impression to the drinker that stays with them for longer. A tranquil new moon, hues of a rock ptarmigan, on a night like this