Whenever I hear someone in a wine aisle exclaim, “I love this label!”, I feel compelled to pause and investigate. For me, that moment of spontaneous connection is fascinating. Regardless of my own professional opinion, it signals that a piece of packaging has struck an emotional chord with a consumer—and that, ultimately, is the designer’s goal.
So when I overheard a shopper admiring the Filarno Rosé, I wasn’t entirely surprised. The label may be simple, but it has several elements that invite attention. The mustachioed gentleman dressed in a polka-dot jacket, striped knee-length socks, and bowler hat, perched on a vintage penny-farthing bicycle, is undeniably playful. It’s a whimsical nod to another era, evoking nostalgia and charm. It’s lighthearted, approachable and fun. The definition of rosé.
The background echoes that playfulness, with oversized polka dots rendered in a soft, muted hue. Personally, I find this repetition less successful; the background competes rather than complements. The stripes from the character’s socks, however, are cleverly mirrored in the black capsule, which adds a nice sense of cohesion from label to bottle.
Typography plays a starring role in this design. The name FILARNO is set vertically along the right margin. It’s an unconventional choice that forces the eye to pause and take notice. Meanwhile, Sangiovese Rosé curves neatly around the large bicycle wheel, creating both movement and balance. Red is the unifying colour for the lettering and brand identifier (a circular “sticker”-like element). It’s bold but not overbearing.
The wine delivers exactly what the label promises. This is not a brooding, contemplative bottle; it’s a carefree summer sipper, with bright notes of raspberries and cherries. Just as the label suggests, it’s best enjoyed with “love, joy and the colours of life.”
In the end, the Filarno Rosé label may not be groundbreaking in its execution, but it doesn’t need to be. Its charm lies in its accessibility. If it sparked such delight in one shopper, it’s likely to do the same for many others. And in the crowded world of wine aisles, that spark of connection is often what matters most.
