Design: Atipus
Location: Spain
Project Type: Produced
Client: Celler Masroig
Product Launch Location: Europe
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle
Printing Process: Printing: 4 colours – Offset, on metallic paper. Special metallic ink (scratch-off) applied using screen printing

The Catalan word ‘novell’ means young, inexperienced, a first-timer, or a newcomer.

The “vi Novell” is the first wine of the harvest and is bottled in November, around the same time as the pig slaughter festival. It’s a young, fresh and fruity wine. A wine that seeks to break free from the usual constraints of the wine world, with its carefree attitude and unconventional spirit.

Limited edition bottles are produced, and it is a wine that is best enjoyed in the first few months of bottling,

To emphasize this ephemeral/temporary concept, a new label design is introduced every year.

The concept is always centered on the background elements of the festival, the pig and its religious connotations.

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2019 Edition
Ever since Vi Novell was first launched in 2010, we have designed a new label every year, for each edition. In 2019, Vi Novell celebrated its 10th anniversary. This was a date that the winery wanted to highlight.

Here at the studio, we are marking the tenth anniversary of Vi Novell by taking the opportunity for a moment of reflection. A pause, allowing us to look back and appreciate the last ten years.

We want this label to pay tribute to previous editions. In order to do so, we decided to reprint the nine labels that have been created up to now. We have made the labels seem like a birthday present, covering them with removable ink. In this way, the label is hidden, and you won’t know which label you have received until you scratch off the top layer. To add an extra twist, the tenth label is gold and features a prize.

The Vi Novell audience supports this event and will certainly have experienced one (or all) of these editions. With this tribute, we are also giving them the opportunity to acquire any specific label.

With this combination of ideas, we are getting the consumer involved, as they have to scratch off the top layer to find out which label they have “won”. We are also encouraging them to purchase more than one bottle, either out of curiosity, or so that they can find a specific label, or so that they can win the prize.

What’s Unique?
Ten different levels. The label is hidden, and you won’t know which label you have received until you scratch off the top layer.