Natural wine lovers don’t give a heck about any kind of advertising, it and it just distances them from the product. The producers are very much the same: they are very fond of nature and shy away from everything that is ready-made and mass-produced. It is an uncompromising world. Consumers prefer good, honest wines recommended by people they trust and these are usually presented on specialized fairs or in wineries. Only facts are relevant. But once they’ve acknowledged the product, they become extremely loyal. Thus the product itself becomes the only means the producer actually can use to communicate with his consumers.

“I’m just transferring nature”, the wine producer points out, “and each year nature is different. So are my wines, despite the same terroir and the same variety. And if the wines are each year different due to weather conditions, so has to be the label. Art directed by nature.

We’ve been collecting for years data on weather conditions in the vineyard, in collaboration with the Meteorological Institute. The amount of precipitation was perceived to be the variable that best shows the structure of wine each year. Then, nature’s behavior has literally been transferred to the label. The circles represent every month’s precipitations (from vintage to vintage).

In 2018 the producer decided to replace all his labels with the new ones, according to this concept. Knowing that he would need a tool for the presentation, we gathered through time the collection of 6 seasons and sent it to the relevant distributers.