Award-winning creative director and graphic designer Ingrid Picanyol was tasked to create a concept and brand identity for Jaume Jordà’s project viamic (wine friend), a range of affordable and ecological wines that banish all the snobbishness usually associated with the wine-drinking experience.
Taking a cue from Jordà’s belief that savouring and appreciating a glass of wine doesn’t need to be associated with any special knowledge or facts, Picanyol created a label with the bones of Instagram’s visual language, making it easily recognisable to the younger generation — viamic’s target audience. The images in the squares are blurry and unrecognizable, accompanied by a circle that mimics the universal symbol of a slow-loading image. “This invites us to turn off our connection to the online world and, instead, to imagine what’s behind the blurred image, exploring our own perception of what we are seeing,” explains the studio. “This is a visual metaphor for the concept of describing wine from our own point of view rather than by the manufacturer’s taking notes on the label.”
The Barcelona-based studio’s branding is nominated at the German Design Awards 2020. Visit Ingrid Picanyol Studio’s website for more of their work, and follow on Instagram.
Images © Ingrid Picanyol / with permission