Revolutionizing Wine Labels: KannuNaUm by Giovanni Murgia

An award-winning design that encapsulates history, culture, and longevity in a tactile experience

The inspiration behind the KannuNaUm wine labels stems from the unique characteristics of the wines they represent. The labels encapsulate the strength of a unique land, the history of its people, and the secret of their longevity. The golden grapevine symbol on the label is a representation of these elements, signifying the bond of winemakers with their historical and cultural roots.

What sets these labels apart is their tactile sensation, achieved through the use of special paper and a unique printing technique called "cast gold". This technique gives the grapevine symbol a tactile sensation in relief, enhancing the elegance of the golden hue. The labels, measuring 120 mm x 130 mm, are designed to provide a tactile effect when the bottle is picked up, further elevating the user's experience.

The design project, which began in September 2018 and was completed in December 2018 in Sassari, Sardinia, Italy, was a collaborative effort. The team included Giovanni Murgia as the Art Director and Designer, Bruno Haver for 3D rendering, and Tipografia Puddu for printing. The design was presented to the media in February 2019 in Tortoli, Sardinia, Italy.

The research for the design was rooted in the typical elements of Ogliastra - Sardinia, a land known for its high number of centenarians. The name of the wine, KannuNaUm, translates to "our sapling", symbolizing the vine that extends its roots into the territory. The grapevine represents the history and essence of life, while the gold color signifies preciousness and elegance.

The challenge in creating this label was to convey the importance of the wine, which comes from centenarian vines and is deeply connected with the history of the territories. The refined and minimal style of the labels, achieved through the search for symbols that represent their history, successfully meets this challenge. The design of the centenarian grapevine, made with the technique of gold poured in 3D, enhances the labels, making them a true representation of the history of the wines and the land from which they originate.

The KannuNaUm wine labels are a testament to the power of design in telling a story. They are not just labels, but a tactile and visual experience that encapsulates the history, culture, and passion of the vinegrowers of the "Land of Longevity". This design, which has been recognized with the Silver A' Packaging Design Award, is a remarkable example of how thoughtful design can create a unique and engaging user experience.