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There are a number of clever creative choices at play within Ego Wine packaging that make the drinker more enamored with the bottled beverage than he may even be with himself. Designer Mattia Castiglioni began with a very simple concept, which swiftly transformed into a more complex idea.

A cluster of outlined circles is where it all started, arranged in an upside-down triangle to look like a bunch of grapes. A little reorganization of these black O's became the word "Ego" spelled in rounded text.

The notion of the ego, or self-importance led the creative to settle on a symbol of narcissism. A framed oval mirror acts as an elegant medallion on the Ego Wine packaging, which reflects the image of the consumer, making this brand of alcohol all the more attractive on the liquor store shelf.