The design is based on the concept of an expensive wine having infinite flavor due to its tannins.
Tannins are an attribute of a well-made red wine and account for the long-lasting flavor that you encounter after taking a sip of this red wine. They also create a Y-like structure down the sides of a wine glass when you swirl the liquid around.
The infinity of flavor is shown through the embossed numbers which communicate the subtle strength that the tannins contribute to the enjoyment of the wine. The colour pallete of gold leaf and cream rich paper, in combination with the typographic choices were made to communicate elegance and elitism.