Register: JAN/27/2019, Submit: JAN/30/2019, Eligibility: Students, graduated, freelancers, it is not compulsory to be experts in design disciplines; individually, teams with any number of members (at least one member over the age of 18; members can be from different countries, cities and universities), Fee: 50 EUR (OCT/29 – NOV/25/2018), 75 EUR (NOV/26 – DEC/23/2018), 100 EUR (DEC/24/2018 – JAN/27/2019), Awards: 1st Prize: 5,000 EUR + realization + 3-day stay for 2 people in Valpolicella (travel, accommodation and meals), 2nd Prize: 2,000 EUR, 3rd Prize: 1,000 EUR, 4 Honorable Mentions “Gold”: 500 EUR each, 10 Honorable Mentions, 30 Finalists
A wine label is, first of all, a love story. It is the love for an ancient activity: winemaking. More than any other activity, winemaking is able to evoke faraway traditions and memories. It is the love for art. Art as the creativity that from time to time has to graphically express the identity of a wine. Lastly, it is the love for the technique another aspect of artthrough which the label is created.
It is a story of paper, inks and tools able to go beyond the visual experience in order to offer tactile sensations, capture aromas and express emotions.
Nilpeter, for more than 100 years, has been the most refined narrator of such story. Nilpeter is a global manufacturer of the machines that have been printing the labels of the most valuable wines of the world. For its centenary, it aims at celebrating this love story creating a label inspired by the lovers par-excellence: Romeo and Juliet. Such label will be part of the limited edition of Nodo d’Amore, one of the most refined wines of Valpolicella.
The land of Romeo and Juliet is the core of the Italian winemaking activities. There, one of the most representative wines will tell the story of the well-known lovers. It will renew the close bond between label and wine by creating one product, which will both celebrate 100 years of Nilpeter and fascinate experts, enthusiasts and collectors.
The design of a label is a fascinating challenge. Indeed, the label is the dress of a wine, the visual materialization of an aroma, the graphic anticipation of sensations and emotions passing from sight to palate. The label is the first and most important experience of a product that we live. It is the crucial moment when a wine meets its consumer. It is the first and essential courtship by a winery with its customers. For this reason, the label not only has to express the identity of a manufacturer, but it also has to evoke with the language of the eyes a story that has to be lived through smell in order to be savored with taste. It has to hint at something else, it has to seduce and to be noticed. When courting the consumer, the design of the label plays a crucial role. Such role can be only successful when completed with the use of refined paper and printing processing techniques. Wine is an experience that encompasses sight, smell and taste. Consequently, the label has to play with senses too. It has to become both a visual and tactile experience. For this reason, edges, engravings and embossed elements are essential aspects in creating a successful label. Through the combination of material and graphic choices, Nilpeter invites creative talents to tell the refined story of a noble wine in order to prove the extraordinary technical possibilities of Nilpeter’s machines.
The labels will have to draw inspiration from the story of Romeo and Juliet. They are the lovers of the homonymous tragedy by Shakespeare set in Verona in the 16th century. They have been selected as endorsers of the wine “Nodo d’Amore”. Montague and Capulet are the two families of the lovers. They are divided by ancient rivalries that cause continuous riots in Verona. Romeo’s friends convince him to seep in one of the parties of the rival family in order to forget his unrequited love for a beautiful lady. There, Romeo meets Juliet and desperately falls in love with her. The thirteen-year-old young lady falls in love with Romeo and they secretly decide to get married. Unaware of it, Juliet’s father plans her daughter’s wedding. In order to escape the new wedding, Juliet pretends to be dead. She does it so well that Romeo himself believes she is dead. Maddened with pain for the death of his young bride, Romeo kills himself. At the culmination of these tragic misunderstandings, Juliet discovers her lover’s suicide and kills herself too, dying at his side. The sacrifice of two young lovers is not in vain. Sharing the same dreadful grief, the two families overcome the ancient acrimony and reestablish their alliance starting a new era of peace for the city of Verona, Italy.