Reviving the '70s: Giovanni Murgia's Award-Winning Wine Labels

Biboi Wine Labels: A Blend of Tradition, Innovation, and '70s Aesthetics

Giovanni Murgia, the creative mind behind Biboi, drew inspiration from the colors of wine and traditional Sardinian clothing. The design also incorporates geometric shapes and textures that reflect the characteristic elements of the wines and the region. Murgia's research began with the vibrant and contrasting graphic style of the '70s, aiming to present these products in a fresh and decisive manner to appeal to young wine enthusiasts.

What sets Biboi apart is its unique concept inspired by '70s design. A mix of shapes and bright colors highlights the geometric shapes and textures that identify the characteristic elements of these wines and the territory: the mountains, the sea, and the typical Sardinian vegetation. The design is both fresh and youthful, yet maintains an elegant appeal, making it suitable for a young audience seeking quality wine with an intriguing appeal.

The label was printed on special paper with a tactile feel, adding a touch of prestige to the product. To further enhance the label's value, metal sheets in gold and pink were used, along with a Braille relief on the name of the wine and the iconographic elements. The label is a single piece that almost completely wraps the bottle, measuring 222x82 mm in total dimensions.

The project began in January 2020 and was completed in April 2020 in Sassari, Sardinia, Italy. The design was then presented to the media in Sorgono, Sardinia, Italy. The design team, led by Murgia, included 3D render and mockup specialists, and the print was handled by Juliagraf SpA.

The design process involved extensive research into the graphic style typical of the '70s. Iconographic elements representing the elements that characterize the territory from which these wines originate were also incorporated. Each label is characterized by the representation of the initial letter of its name, obtained from the union of the geometric elements that define the design. The choice of naming is deliberately ironic and youthful, adding to the design's appeal.

The creative challenge in creating these labels was to design something unconventional for wines from a traditional territory like Sardinia. Despite the challenges, the design successfully communicates a fresh, youthful, and carefree appeal, making it a deserving winner of the Silver A' Packaging Design Award in 2021.