Garnacha Centenaria (D.O. Navarra)
The idea was to move the bottle front from the labels to the gap between them, placing the wine trademark not on the paper label as it's usually done, but to use the contra form between the labels.
Alexandr Zagorsky, senior art director of Depot: «We tend to see the most obvious things, neglecting the essence. We choose wine looking at its bottle and label. Our simple and straightforward metaphor moves the focus of the consumers’ attention from the label «form» to the bottle «content». However, who said that the form in this case don't need to be perfect?»