A well-designed wine label can transport a consumer from an artificially lit store aisle to a sun-filled vineyard on the Pacific Coast of Chile. But according to research conducted by neuromarketing organization Mind Insights, designers and consumers may have different ideas about good design.

In Moldova, world-renowned oenologist Manuel Ortiz signs his name on a bottle of Timbrus de Autor, a flagship wine created annually by Timbrus Estate Winery. The label acts as a canvas, reflecting the deep pride and honor of cultural tradition within.

More than 40 designers, wineries and label printers joined the M_use team on July 3 for a series of insights into how creativity can be pushed to the limit – and how sustainability can be put centre stage.

Mario Di Paolo, owner of award-winning design agency Spazio Di Paolo, is the creative mind behind some of the most captivating label designs in the industry. His work has won awards internationally from the Pentawards, Vinitaly, and San Francisco International Wine Competition.

The image of the bald man is an allegory to naming A Pèl, meaning without protection, without unnatural elements. The processor uses biodynamic and natural agriculture, without chemical interventions in the vineyards and during the elaboration, the wines are not filtered nor are sulfites added.

Rotas Italia is known for its work in pushing the outer limits of labeling and creating novel applications that surprise and delight. President and founder Francesco Celante shares with M_use contributor Marit Meelis some of what he’s learned during more than 50 years of thinking about—and experimenting with—self-adhesive technologies.

In May 2018, the Italian creative agency Smith Lumen created the Avery Dennison Black and White envelope containing six materials from the Fasson® collection including a black and white Cotton, Soft Touch and Martele. With unlimited creative agency, Smith Lumen used a unique creative concept to explore the abundant potential of the materials.