Most perspectives of Iron Duke Wine packaging might make it difficult for you to distinguish the image wrapped around it, especially since this method of labelling is quite unfamiliar. The sticker does not take the typical rectangular shape and you must actually rotate the vessel in order to see the whole image. With one spin, you'll make out an elaborate illustration of a handgun.
Parallax's work on this project was influenced by the history of the South Australian town of Langhorne Creek. This region was threatened with invasion by Imperial Russia in the late 19th century, so there was a time when the citizens had to band together in defence with their own personal weapons. The beautifully etched pistol became the elegant symbol of Iron Duke Wine packaging, and it's been applied to the paper wrapping of the bottle as well.