Pelee Island is the southernmost point in Ontario with many species that no longer inhabit the mainland, some of which are at risk of extinction. In response to this situation, my peer, Emily Kalatzis, and I created the fictitious – yet informative – wine brand, Risky Business. A bold sans serif is used to enforce the critical nature of this situation, while the rest of the design is fashioned as a scientific label that informs the consumer of a particular at risk species. Furthermore, as the consumer drinks the wine, the animal “disappears” from its habitat. The purpose of this die cut is to comment on the fact that within the time frame that the wine is consumed, the population of that particular species on Pelee Island may have decreased.