“According to Greek Mythology, the nymph Thetis dipped her son Achilles in the River Styx in order to vanish all weakness and make him immortal. Holding him by the heel, she forgot to dip him a second time thus leaving him with a vulnerable, mortal spot.”

pi6 communication design was tasked with designing Achilles’ Heel packaging. The design concept takes the actual myth of Achilles a step further, adding yet another figurative meaning to the phrase ‘Achilles’ Heel’ and identifying the taste and aroma of fine wine as one of the greatest human weaknesses and desires. The overall design and custom typography are bold and contemporary, balancing between sophistication and affordability.