Niagara Flow is a (make believe) winery located in Ontario's acclaimed Niagara Wine Country that prides itself on premium Riesling icewines with a distinctive taste stemming from their location close to the Niagara Gorge.
Seeing as their proximity to the Niagara Gorge is what differentiates their wine from competitors, the design is built around the waxing and waning of water in the Gorge. This is represented by the wine level in relation to the U-shaped die cut of the label. As you drink, you're saving Canada from a flooding Gorge!
Accordingly, the winery logo is the negative shape of the Gorge waters — and a fancy heraldic shield!