The label that measures distance in meaning

A poetic new concept for Bidai Berri by Moruba

Designer: Moruba
Printer: Grupo Argraf
Label materials: Fasson® Soft Touch Black FSC®

Some journeys are measured in miles or kilometers. Others in time, emotion or change. And occasionally, it’s all of the above condensed into a few centimeters of paper wrapped around a bottle.

That was the creative challenge for Bidai Berri, a wine that marks a new chapter for Viña Zorzal. Created in collaboration with Eslava, this release needed to capture something more than origin or varietal. It had to represent movement. A story of place, connection and evolution — told not with words, but with design.

“Bidai Berri means ‘new journey’ in Basque,” explains Javier Euba, Co-founder and Creative Director at Moruba. “It’s a short physical distance between Corella, where Viña Zorzal is based, and Eslava. But it’s also a symbolic one. A journey that crosses landscapes, ideas and traditions.”

Rather than illustrate that distance in a literal way, Moruba found a more unexpected solution: the partial readout of an odometer. Tucked neatly into the black surface of the label, it shows the number 0725 with only part of the final digit revealed, like a counter mid-tick. It’s cryptic, a little mechanical and undeniably striking.

“It’s poetic, but also intentionally open,” says Daniel Morales, also Co-founder and Creative Director at Moruba. “We wanted to spark curiosity, not explain everything. The less you show, the more people wonder.”

Printed on our Fasson® Soft Touch Black FSC®, the label’s paper choice was as deliberate as the concept itself. The matte, rubberized texture was selected for its similarity to a car dashboard — subtle, but evocative. It creates a tactile surface that accentuates the odometer motif, especially when paired with the screen-printed varnish used to simulate the rotating digits.

“We always try to make sure materials and print techniques support the idea, not just decorate it,” Javier adds. “In this case, the paper had to carry the concept almost on its own — there’s barely anything else on the label. And it works.”

The bottle itself carries no other design distractions. Just the odometer strip, printed with technical precision and no unnecessary embellishment. A tag hangs at the neck with the name Bidai Berri and basic wine information, but everything else is stripped back, allowing the label to create intrigue and set the tone.

That restraint is no accident. Viña Zorzal has always embraced distinctive, idea-led design, and the long-standing relationship between client and studio made it easier to explore bold territory. “We’ve worked with them for years,” says Daniel. “That trust makes a huge difference. They’re open to pushing boundaries, to trying something that feels different but timeless.”

And the result proves just that. A label that doesn’t just sit on a bottle, but invites a conversation. Its minimalism calls for a closer look, while the concept leaves space for interpretation. As a debut release, Bidai Berri has already drawn strong attention, not only for its quality but for the way it looks and feels in the hand.

“We wanted to create something that didn’t follow trends,” Javier says. “This isn’t about being fashionable — it’s about expressing identity. That’s what makes a label memorable for us.”

In the case of Bidai Berri, that identity can be experienced. Through texture, tension and a single unexpected number, the design becomes a journey in itself.