You can’t be serious. At least not all the time. It’s a lesson the wine world needs to learn. Wine is failing to attract younger consumers in part because of the industry’s myopic perspective. The seriousness and complexity of wine communication is a turn-off.
For the most part, the design for wine reflects this staid depiction. In package designs greatest sea of sameness, chateaus, and shields abound. There are no rules of typographical hierarchy. Does the largest type denote the name of the product, producer or the name of the grape? What does the fine print mean? Appellations, denominations, and a plethora of other terms plastered on labels are more confusing than clarifying to the uninitiated. The existence of “How to read a wine label.” posts make it obvious that wine is too complicated and maybe not worth the bother.
What this site seeks to do is celebrate efforts to use wine labels as agents of communication. The bold and beautiful are highlighted here. Not all will agree with the subjective analysis applied any more than there is agreement on the superiority of Bordeaux or Burgundy. The point is that unique and creative design has the power to engage. Images and references connect. Which brings us to 20,000 Leguas from Dominio de Punctum.
Making an assumption here but 20,000 Leguas likely refers to the 1950s science fiction classic 20,000 Leagues Under the Sea. A submarine is central to the narrative and the primary element of this wine label. The story and why it was chosen as an inspiration receive no further explanation. The choice appears to be completely random. But if you’re a fan of the movie or submarines in general, this wine might appeal to you. Unless you’re confused about the wine.
20,000 Leguas is identified on the front label as amber wine. On the back label, it is described as both orange wine and amber wine. Both descriptions refer to wine made from white grapes with skin contact. A term which is also highlighted on the front label. If you’re interested in a more detailed explanation of skin contact wine, check out the Pomelado review.
The 20,000 Leguas label is not outstanding. The submarine is pretty funky and the waves are well drawn. It’s the banner-style type that made my eyes roll. It looks like something a junior designer would do after discovering the warping feature in Adobe Illustrator. But so what? Someone had a bit of fun and maybe as a designer, I need to lighten up as much as wine’s other gatekeepers. This isn’t a serious wine in any way. Not particularly impressive on the nose or palate either. And just like my criticism of the typography, that’s just my opinion. Others may disagree.
