Atipus create a fitting name and label for Verdejo wine Mejunje, with spectacular Spanish flair
Wine52, the UK’s largest wine discovery club, approached Atipus and four other studios from Spain to create a collection of wines for the UK market from the La Mancha region. For the Barcelona-based studio, their assigned wine was a Verdejo, one of the great Spanish grape varieties, with citrus notes and stone fruits. As this edition was dedicated to exploring the vineyards of Castilla’s independent winemakers, it was important for the team to stay close to the heritage and narrative of the region. With this in mind, Atipus brought their own signature contemporary spin to the naming and branding.
From the offset, when developing the name itself, the team explored expressions and characteristic words from that area. After looking at many possibilities, the word ‘mejunje’ had a distinctive phonetic from La Mancha. It was a fitting choice for a product, with its meaning referring to a homemade preparation of many ingredients.
When devising the typographic direction, Digital Strategist & Art Director Fabiola Ureña explains, “we wanted to reference old town party flyers combined with the aesthetics of the typographical posters of bullfights.” The name itself is displayed in the eye-catching Signal Compressed by Production Type; a beacon of red against a yellow backdrop, the colours a nod to the wine’s Spanish origins. With a similar character, Bebas Neue Regular is used as a secondary typeface. To signal the brand’s traditional influences, copy is written in Didot Bold and Regular Italic. Smaller details are then presented in a combination of Helvetica and Times.
Referencing the typical neckerchiefs worn by women in traditional costumes, the labels’ shape takes the form of folded fabric. The finished result? A bullfighting poster in the form of a Castilian neckerchief, with a fun and provocative part, whose topics were reinterpreted and updated to present a light and easy-to-drink Verdejo wine.