The label features the beautiful juxtaposition of a gorgeous word, 'butterfly', cast against harsh and gritty hands. A good friend and fellow winemaker, Greg Gorman photographed the label in black-and-white.

The label is inspired by contradictions. While walking through a vineyard with his three-year-old daughter on David Phinney's shoulders and thinking about what to call his next wine, a butterfly flew by and his daughter exclaimed, “Look, a papillon!” Phinney was flummoxed as to where she had picked up the French word for butterfly.

It was on his mind to create a label featuring tattoos on someone’s knuckles. “Papillon has eight letters so the idea clicked. I love the juxtaposition of this beautiful French word on these really gritty hands,” says Phinney, who used one of his grape growers as a hand model. “He’s the nicest guy and a third generation old school farmer, which is exactly the look I wanted,” says Phinney.