The first thing you see when you get to your best friend’s wedding is a bridesmaid in a long lilac gown distributing bottles of water, like you’re about to run a marathon. You take a bottle, even though you’re not thirsty. The label has been custom-designed for the occasion, which is something you’ve never seen before. On one side there’s a photo of your best friend and her fiancé, their shoulders almost touching. The shot is slightly out of focus, but they look flushed and happy. On the other side an elaborate font spells out their names, the date, and the location of the wedding — Wallen Hall, Melbourne, Australia — just in case you forget where you are, or who you’re supposed to be celebrating.