The Harem range is the second label for Jamsheed Wines. The recent re-design looked to align the range with the brand’s heritage and engage with the consumer in a distinctive way that reflected price point. The Jamsheed brand takes it’s name from a Persian king who according to ancient writings had a fondness for storing fresh grapes in jars over winter where they would inevitably ferment and be set aside as ‘poison’. One of the king’s harem, despairing of frequent migraines, chooses to commit suicide by drinking from a poisoned jar. She wakes to find herself miraculously cured and thus wine was discovered. The tongue in cheek naming and unique label designs bring a cohesiveness to the brand and guarantees standout.