Non-selected submission to Fiuza Wines' contest — 3 castas.
The submission I present aims to create a mix between the traditional and the youthful.
As I'm included in the target group of these wines, I've judged wines by their label, thinking they were too disruptive. If, on one side, I understand labels need to reflect their target group, on the other, I'm afraid a complete rupture with the visual universe of wines will undermine credibility to the product.
Therefore, I adopted a strategy that, although youthful, would keep some sobriety characteristic to wine labels — namely, by opting for the brand's neutral color palette (in this case, the dark blue for almost all elements and a beige background to connect with the golden in Fiuza's logo), avoiding the inclusion of too many illustrative elements, opting for an (almost) minimal approach, and by including a classic typography for "Product of Portugal".
On the other hand, I attempted to appeal to the youth by adding a character, without making it too juvenile. This approach is very present in contemporary illustrations that aim to attract a young audience. I'm inspired by a vintage aesthetic with a contemporary twist. This twist is the current zeitgeist as it can be observed in fashion, interior design and in graphic design itself. For this, I personified an inanimate object: a smiling cluster making a toast, symbolizing the happy moments we celebrate with friends, ideally, with a glass of good wine.
At last, including handwritten text aims to give the whole composition more dynamism, lightness and informality.
O grande objetivo desta proposta é fazer os jovens sorrir ao ver o rótulo e, assim, associarem uma imagem positiva aos vinhos Fiuza — levando-os a tirá-los da prateleira e a levá-los até à caixa registadora.