In an interesting twist on clear and legible labelling, Croatian winery Šuran Petar has produced a label for its biodynamic wines on which the text can only be read with the aid of a magnifying glass.
In designing the labels for Šuran Petar’s La Calandra and Vero wines, Studio Tumpić / Prenc, based in the coastal town of Rovinj, Croatia, sought to reference ‘the invisible process of increased soil activity caused by microorganisms’ found in the winery’s biodynamic cultivation techniques.
‘The idea behind our label is based on this most important characteristic of biodynamic agriculture – enriching the soil with natural preparations that significantly increase the microbiological activity of the soil,’ they say. ‘For this reason, we chose to present this activity on our label with a cross section of the soil.’
The micro-organisms are represented by tiny letters, which appear like contour lines across the bottle. This micro-writing is in fact a quote by the Italian scientist, activist and Slow Food founder, Carlo Petrini, in which he calls for more environmental awareness and criticises the mass production of food.
To read the quote, a built-in magnifying glass is included in the lid of the wine bottle packaging. ‘This way, the lid instantly becomes a simple tool that invites the consumer to interact,’ say Studio Tumpić / Prenc. ‘It turns them into a curious explorer discovering important, exciting, but also hidden truths and values of biodynamic farming.’
The label is printed on Modi White WS Barrier FSC™, a water-resistant paper with a natural felt texture.