After Steve A. Malcolm, BC vineyard owner, witnessed his nephew being killed by a drunk driver, he desided to produce non-alcoholic wine which still maintains exactly the same flavour as regular wine and makes people high without losing any consciousness.Thus, the brand name Highway Zero can best desribe Steve's wine: a way to get high, containing zero alcohol, and people can drive safely after drinking.
The logo is an appropriation of the Trans Canada Highway sign. A grape leaf replaces the maple leaf. This will become the symbol of safe driving after drinking. With the branding, Steve enjoys a fast growing business and success. Most importantly, he contricutes to reduce the accidents due to alcohol.
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