“Odi et amo” – Latin for “I hate and I love” and the name of a poem by the Roman poet Catullus, written for his lover, Lesbia. It also appears as subtext to the product name 11 Minutes, a Rosé wine from Pasqua. These are details easily lost when you hold the bottle in your hand. It’s a beautiful piece of package design. What’s not to love.
11 Minutes refers to the time the juice of the grapes is in contact with the skins in order to create the wine’s copper-coral colour. You would need to search to find that information. It doesn’t appear on the labels. But oh, what labels!
The front and back labels work in concert to create an intriguing visual. Both labels are oval in shape. The front label in whisper pink hues has a round cutout that allows you to see through the bottle to the back label. Printed on the inside of the back label is the visage of a woman, rendered in Renaissance style. It’s a stunning effect.
Sometimes, beauty is skin deep. If there is anything to criticize about this label it is in the details. Does the name 11 Minutes appeal without explanation? How does the Catullus poem relate? What is the relevance of the Latin text that encircles the label and collar?
Even the illustration details create questions if you look at them closely. The bird and butterflies are a completely different styles than the foliage that attracts them. Random stock art?
The real question might be, does any of this matter. In this case the whole is greater than the sum of its parts. The overall effect is mesmerizing.
There are also details to praise and worth mentioning. The bottle to start. It’s atypical shape makes it stand out. The stopper is glass. The plastic seal that secures it is marked with the product name. A gold sticker on top is printed with one of the butterflies. The punt is branded with company name. Even if the labels were removed, this is still a Pasqua bottle.
The wine is equal to its pretty in pink packaging. Fresh strawberries, peaches and a bit of citrus refresh and satisfy. Italian summer in a glass.
If you chose this wine, would you notice the details or be enchanted by the entire experience? Let me know in the comments below.
Disclosure: I have done a significant amount of creative work for Pasqua, including package design. I have had no involvement with this project. This wine was purchased independently for review without influence.
