New Dawn is an online retailer of South African wines. They sell the highest quality wines South Africa has to offer. Their offerings are very high end, but at a fraction of the cost (since they're coming from South Africa). This identity needed to be something that was disruptive, as they are trying to disrupt the wine industry. It needed to feel like it has strong personality that will not go out of style, whilst not playing it safe. It needed to feel like good wine that anyone can afford. That's what I think this type, colour, and motion treatment do.