Cultivare: When a Wine Label Becomes a Work of Art
In early 2016, the Vallformosa winery hired the Ladyssenyadora graphic design studio to create labels for its new high-end product, Cultivare wine. The winery aimed to position itself and its Doménech.Vidal brand of still wines within the realm of culture. The name “Cultivare” was derived from the Latin root of “culture,” which suggested that the wine should be more than just a bottle of wine.
With the client’s freedom, Ladyssenyadora began to conceive a plan to make Cultivare a total work of art that went beyond the conventional design of a wine label. They created a dance show on blank wine labels, where artists danced on a tatami, splashing and marking the labels with paint. The paint showered from the ceiling, yellow for white wine and red for red wine. The show was repeated six times to produce the 4,674 labels needed to dress the Doménech.Vidal wines.
This innovative project turned a simple wine label into a work of art. Only the winery team, artists, and a select group of bloggers and journalists witnessed the creation of the labels, which are now part of the wine itself. The success of Cultivare proved that wine can be more than just a drink; it can also be a cultural experience that blends art and design.