I absolutely love it when design uses the physical medium they're playing in to its advantage. The new Fat Bastard wine labels do a great job of it
The hippo logo sites atop a sparsely designed label, seaming to sink right into it. The little detail of the wrinkles adds to the illusion of the hippos weight. It certainly has a knack for catching the eye on an overpopulated shelf.
Oh, and the wine ain't bad either.