Cannes Lions

PIQUENTUM Sv. Vital 2014 - Label through which nature speaks out

STUDIO SONDA, Vizinada / VINSKI PODRUM BUZET / 2016

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Overview

Description

To create a label for this wine, we decided to rise awareness about the importance of understanding the year indicated on the bottle. Vintage dates are always denoted on the bottles, but how many of us really understand it? It actually witnesses the natural conditions in which the wine matured; it is its own BIOGRAPHY.

With the use of pesticides in vineyards and balancing flavors in the wineries, the year indicated on the bottle eventually lost its meaning, because flavors are becoming ready-made and unrelated to the actual weather conditions. That is exactly what this untreated wine struggles against. The label, as a reflection of the year during which the wine was made, wants to encourage thinking and discussion during its selection and consumption. In such a way, wine, as one of the historically most acclaimed products, becomes a medium that speaks out about the importance of understanding the nature.

Execution

A wine produced by nature deserves a label through which nature speaks out. So, in cooperation with the Meteorological Institute, the data on weather conditions in the territory of vineyards were collected. The amount of precipitation, as the most changeable variable, proved to be a great tool to show graphically how much weather actually affects the diversity of nature every year.

Circles, standard meteorological rain symbols, show the amount of rainfall in a particular month, and the label conveys at first glance what was the vintage year like, and what kind of wine tastes can be expected. Graphic elements have been reduced to mere basic symbols considering that wine produced by nature doesn’t require additional decorations, neither in its taste nor in its packaging.

Outcome

The result is a label that becomes a witness of weather in one area and that, blended with wine, becomes an excellent medium to speak out about the importance of understanding the nature. It encourages reflection and discussion during the selection and consumption of wine, teaches that wine is nature’s advocate and the vintage year must be integrated in the flavors that it offers. Otherwise, the wine ceases to have its primary value, and instead of reflecting nature and territory in which it grows, it becomes a ready-made product and expressing the vintage year becomes meaningless. This label adds value to the brand, emphasizes its naturalness, and it supports the producer’s philosophy to oppose to any kind of artificial treatment of wine. Moreover, it supports the efforts of winemaker to encourage consumers to join him in protecting nature and wine. As to be protected, nature must first be understood.

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