For German wine brand Blue Nun’s 100th anniversary, Pentagram partner Paula Scher created a new packaging system that redefines the brand’s Blue Nun mascot.

The oversized, blushing nun takes over the outer box and is also featured on the wine labels. The skinny, delicate typeface allows the new character to become the lead element, leaning into a visual approach. The first iteration of the new bottle design features a “100” that appears on the labels but will be removed after the anniversary celebration.