Visual appeal isn’t always immediate or obvious. Sometimes, you’re drawn to something without fully understanding why. The label for Nat 1917 is a prime example of this. At first glance, it’s not particularly striking, yet it stands out on the shelf in a way that demands a second look. So, what is it about this wine label that caught my eye?
The appeal of Nat 1917 lies in a combination of subtle design techniques that work together to create something more captivating than the sum of its individual parts.
First, there’s the quirky typeface used for the name “Nat.” There are only three letters. Might as well make them interesting. It starts with a lowercase “n” and finishes with an uppercase “T,” creating an intriguing contrast. Occasionally you’ll discover a typeface that mixes upper and lower case as a single alphabet set. I’m undecided whether this is one of those faces or if the uppercase “T” was just reduced in size. Either way, it adds a playful, offbeat character to the label.
Then there’s the partially visible watch, possibly a stopwatch, which spills off the left side of the label. While only half of it is visible, it ties into the producer’s slogan, “Wine is time,” which the brand elaborates on in detail on their website. “Wine is colour. Wine is smell. Wine is flavour. Wine is texture. Wine is… Wine is everything that you can smell, observe, perceive, appreciate and discover. A whole world of senses to which to devote moments to make it yours: wine is time. The wine family of Nat 1917, which means “born in 1917”, pays tribute through its name to the year that Cellers Domenys came into being and, at the same time, the passing of time, with the phrase that always accompanies it, “Wine is time”. In consonance with this idea, every one of the wines is represented by a clock pictured on the label.” This timepiece has an odd, golden fill that doesn’t immediately make sense, but given the other golden splashes across the label, it hints that this is likely a white wine.
Individually, these elements—funky typography, a half-watch, golden splotches—aren’t remarkable. But when put together with a smart layout, they create something harmonious. The secondary type is understated but perfectly placed, and the generous white space gives everything room to breathe, making the whole design feel balanced and intentional.
Spanish wines are among my favourites—red and white. Xarel-lo is a varietal I was unfamiliar with. Best known for its use in Cava blends, it stood out with its dry, peachy, nutty flavours—unusual, just like the label itself. In a crowded market, Nat 1917 finds a way to be both visually and vinously unique, reminding us that sometimes, the most memorable designs are the ones that quietly draw you in.
