A pettable label



Avery Dennison


Fasson® 70# 25% Cotton Feel 30% PCW Wet-Strength


North America

Hair of the Dog is one of several prototype label designs recently created by the Concept Lab, Avery Dennison’s in-house label and packaging design studio. Created by Laura Guardalabene Peters, Hair of the Dog was inspired by the phrase, “the hair of the dog that bit you.”

“The brief for this project was to showcase our new 25% Cotton Feel wine and spirits material with a well-designed, on-trend label,” says Laura. “I like to approach every project I can with a bit of humor. If I can give someone a laugh, chuckle, or even a smirk through interesting word play and clever design, then I feel I’ve done my job. So the inspiration for this fictional brand came from a hilariously failed college experiment for the ‘hair of the dog’ hangover cure,” she says.


In terms of design, Laura says she wanted Hair of the Dog to have a vintage American feel to it. She pulled visual inspiration from the late 1800s Victorian Gaslight Style posters by using elements like curved typography, flourishes, and steel engraved style illustrations. She used the tall skinny proportions of the label, the angular die cuts and a limited color palette to bring it back to the modern era.

The Fasson® 25% White Cotton Feel 30% PCW material also helps convey the vintage aesthetic Laura was going for because it harkens back to the late 19th century, when important documents would be printed on cotton paper (AKA rag paper) because it would last for many years without deterioration. “The material gives this label a luxurious touch without compromising performance or costing a ton,” adds Laura. “And it handles die cutting and foiling beautifully.”

Hair of the Dog will be featured at the 2020 Unified Wine and Grape Symposium in Sacramento, California. 

About Laura Guardalabene Peters 
A problem solver at heart, Laura enjoys tackling creative projects both large and small. With several years of experience in advertising as a hybrid designer/art director, she brings a unique perspective to the team. Her passion for illustration, lettering, and branding allows her to develop bespoke solutions for every project. Connect with her on Instagram or see her work on M_use.