Ursa Major is a winery in Keremeos, British Columbia. This label was made for their 2022 Cabernet Franc, the title handwritten by winemaker Rajen Toor to mark a hard year, when environmental conditions forced a pause in red wine production. Les Yeux approached the label as a progression that reveals itself in the pour. Upright, the bottle reads "Welcome" and "to." As it tilts, "Hard" becomes legible. "Times" is printed upside down and only resolves once the bottle is empty. The phrase completes just as the wine is finished, suggesting that hard times are to be moved through, not remained in. The flower is an original drawing by Shazmin Hussein in the style of her Tenfold series, rendered in Prussian blue to match the title's tone. Printed on uncoated stock, the label keeps a soft, tactile finish.