A California wine brand is looking to make strides in Canada’s westernmost provinces with a campaign evocative of the Wild West era.

Three Finger Jack, which takes its name from an outlaw gunslinger reputed to have roamed California during the Gold Rush, paired with Canadian independent agency Labour on the OOH campaign, which is appearing as wild postings, billboards and TSAs in B.C. and Alberta.

Central to the campaign are a number of key design considerations. For one,  the brand leans into the unique design of its bottle, “a distinct, stout shape, which harkens back to a style you might have found in a saloon,” the agency’s creative director, Pete Ross, tells strategy. But it also employs custom woodblock letters that would look at home whether on a Wild West business sign or on modern ads.

The goal with the bold look is to help the Select Wine Merchants vintage appeal to people who might not expect it in a category that often features more refined and modern designs and “who crave something unique and memorable.”

“When it comes to the wine category, we hope the brand’s unexpected style, persona and backstory make it stand out,” says Ross. “We made sure the brand’s attitude and artwork embodied the voice of the legendary Three Finger Jack – as if he were speaking directly to you.”

Media Dimensions handled media. It will remain in market through the end of November, with the possibility of an extension.