15 ENTREVISTA I INTERVIEW ding of the sector you work in. In the world of wine, this is even more evident, because it’s not just about designing a label, but about understanding everything behind it: the origin, the history, the terroir, the positioning, and the target consumer. We are in La Rioja, where wine is part of everyday life. We are interested not only as a product, but for everything it represents: culture, territory, gastronomy, sharing. All of this is part of our understanding and has been built through experience. After almost 20 years and more than 300 projects, this track record gives us a very clear vision of how to approach each brief. Each wine needs its own visual language, capable of conveying personality and differentiation in a highly competitive market. Is it difficult to be innovative in such a traditional sector? It’s becoming increasingly difficult to innovate in such a saturated market, with so many brands and where differentiation is sometimes minimal. Innovation shouldn’t be an end in itself, but rather a response to a real customer need. Not all brands have to be disruptive; each one must understand what role it wants to play. We’ve had projects like MATSU in 2008 that were innovative at the time and remain fully relevant almost 18 years later. This demonstrates that innovation isn’t always about what’s most eye-catching, but about building solid and consistent concepts over time. That’s why it’s crucial to truly understand the customer and for the customer to also know what kind of brand they need to build. Does it make much difference if it’s a young wine, a crianza, or non-alcoholic wine? Each project is unique, not only because ofthe type of wine, but above all because of the target audience. A young wine can be conceived as a simple product for consumption at the winery or as a wine with a much more elaborate concept, designed for wine bars in large cities. The product may be the same, but the approach changes completely depending on the positioning. What is most crucial: paper, color, typography, illustration…? The most crucial element is the idea. The concept is what underpins the entire design. Materials, color, or typography are not isolated decisions, but rather always respond to a “why”. “When that”why” is clear, everything fits together. If not, something is wrong with the project. Do you think consumers often buy a wine because of its label? Choosing a wine is complex and requires knowledge. In such a saturated market, making an informed decision is not easy. The label plays an important role: it must attract attention and, at the same time, be consistent with the product and help the consumer understand what’s behind it. It’s not just about appearance, but about guidance.
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