This little pig began life when our client wanted to launch a slightly eccentric, boutique brand with serious winemaking credentials from a vineyard in Marlborough named Squealing Pig. There was some negative feedback to the name (too “critter” or sinister), so our challenge was how to reflect the quality of the winemaking and neutralise the name’s negative connotations. Of all the brand names we have worked with, Squealing Pig was one of the toughest: great for a cute “critter” brand, but a serious boutique wine from New Zealand? Thank goodness for an old nursery rhyme which we then edited with an unseen hand to incorporate serious winemaking cues.