Just beyond the branches of the dark trees, I see them: two wolves, vigilant and watchful. Along a forest path, a young girl walks, cloaked in red. These cartoon creatures are courtesy of local artist Liz Grace, whose illustrations wrap around the can of Apple Crumble from Folktale Cider.
The cider sits on my desk as I put the finishing touches on the origin story of the newest cidery that opened last season in Lake Country, B.C. On the other side of my desk, more cans sit. These beer cans feature artwork by Cory Ransom, commissioned by Cannery Brewing and the Penticton Vees to mark a milestone moment—the team’s inaugural season joining the Western Hockey League.
These are the stories I love to share. They shine a light not only on brands but on the artists behind them. Both Folktale Cider and the Penticton Vees leaned into illustration to signal something new. They both share stories of setting out on new adventures, taking risks, working collaboratively and connecting with their community.
Both Folktale Cider and the Penticton Vees leaned into illustration to signal something new. They both share stories of setting out on new adventures, taking risks, working collaboratively and connecting with their community.
They made a deliberate choice to work with artists—people who listen, interpret and translate a story into something visual and lasting. Which brings me to what has been on my mind lately. In a world increasingly flooded with AI-generated imagery, will we continue to see this level of care? Will we continue to value craft, context and collaboration?
So, just like Little Red Riding Hood needed a bit of guidance from her mother before she headed out to the woods to her grandmother’s house, here are a few signposts to help if you wander too far down the AI path.
AI is as powerful as a wolf, but sometimes it does its best work quietly, just off the path. Fix a distracting background in a photo. Clean up a messy edge. Fix a lighting issue. Take out the person who accidentally wandered into your frame while you were snapping a quick photo of a winemaker. These are practical uses that support the original image rather than replacing it—and yes, they can save time and budget.
AI can also add a bit of playful fun: cartoon blueberries, strawberries that stroll, smile or laugh. Fruit invites fun, and for growers, marketers and brands, that sense of play can be powerful—inviting your audience in for another bite.
Now, for the wolves to watch out for, those hiding in grandmother’s clothes.
Authenticity matters, especially in wine and agriculture. Our stories are grounded in terroir, people and place. An AI image may be visually striking, but does it show your unique setting? Does it reflect your brand? If your story is casual, social and patio-driven, the imagery should feel relaxed and real. If your brand leans formal, elegant or quietly premium, the visuals should carry that same restraint. When images, especially AI-generated ones, drift too far from reality or stray off the path, away from a company’s values or personality, the story loses coherence.
Integrity is the simplest test. If you would not have staged it before AI, think carefully about staging it now. The same standards still apply. Honour your product. Honour your community. Respect the people who grow, harvest, ferment and craft it.