Revolutionizing Wine Packaging: The Motif Concept

EN GARDE Interdisciplinary Gmbh's Innovative Approach to Wine Label Design

The Motif concept was born out of a desire to reconceptualize the world of wine. The design team at EN GARDE Interdisciplinary Gmbh wanted to create a product that visualized the taste and character of six different wines through a graphic pattern. The term "Motif" is German for pattern, and the team consciously decided against including information about the grape variety or other specifications on the label. Instead, they used unique patterns to subtly indicate whether the wine is semi-sweet, full-bodied, or effervescent.

What sets the Motif concept apart is its transformation of taste, traditionally perceived through the nose and palate, into a graphic or motif. This approach rejects the exclusive wine culture that is often reserved for a select few. The goal of the Motif concept is to encourage a wine appreciation experience that is free from pre-conceptions, extremely personal, and above all, conscious and aware.

The Motif wine packaging is realized through a standard Bordeaux bottle of 0.75 cl, adorned with a printed label. The design team faced the challenge of creating labels that would communicate the corporate design of Motif both individually and collectively. The solution was the letter M, with lines placed at a 60-degree angle, serving as a key visual that unites all the bottles under one corporate design. To enhance the visualization of the wine character, the team chose earth tones and fresh warm colors: soft yellow or green tones for the white wines, and powerful red and blue tones for the rosé.

Conceptualized by Franz Lammer and brought to life by creative directors Mario Rampitsch and Valentin Zhuber-Okrog, along with designer Kristina Bartosova, the Motif project started in March 2012 and was launched in the market in May 2013. This innovative design has been recognized with the prestigious Platinum A' Packaging Design Award in 2014. This award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, genius, and contribute to societal wellbeing.

The Motif wine packaging design is a testament to EN GARDE Interdisciplinary Gmbh's innovative approach to design. By transforming the sensory experience of wine tasting into a visual language, they have created a unique product that not only stands out on the shelf but also challenges the traditional norms of wine appreciation.