Šuran Vino

Agency: Studio Tumpić/Prenc
Creative Director: Anselmo Tumpić
Account Director: Sara Prenc Opačić
Designer: Anton Licul Grk
Photographer: Dejan Hren
Printing office: Etikgraf
Location: Croatia
Project Type: Produced
Client: O.P.G. Šuran Petar
Product Launch Location: Europe
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle, Paper
Printing Process: Electrophotography

Biodynamic agriculture involves a series of biological processes, such as grassing, composting, planting and sowing compatible plants, and integration of crops and livestock. The principles of biodynamic agriculture have been set one hundred years ago by Dr Rudolf Steiner, an Austrian philosopher and educator born in Donji Kraljevec, Međimurje, present-day Croatia. Biodynamic wines are made from grapes which have not been treated with chemicals, herbicides, or pesticides. In order to do this, the winemakers make special natural preparations, which are used to treat the soil and the grapevine. One such wine is the premium organic Šuran wine.

The idea behind our label is based on this most important characteristic of biodynamic agriculture – enriching the soil with natural preparations which significantly increase the microbiological activity of the soil. For this reason, we chose to present this microbiological activity on our label with a cross section of the soil. In our design, microorganisms have been represented by letters, which form a text written by Italian scientist, researcher, and activist, Carlo Petrini. As an activist he proved himself with the Slow Food International movement, which he also founded. In the quote used on the label (in Croatian, Italian, English and German), Petrini calls for environmental awareness, criticising mass production of food. He instructs us to return to ancient knowledge of farmers and to communities that have produced food and lived in harmony with nature for millennia.

In order to illustrate the invisible process of increased soil activity caused by microorganisms, we reduced the size of the text to a minimum, making it invisible to the naked eye. However, in order to point out its interest and significance, we offered a “tool” for the consumer – a magnifying glass built into the lid of a specially designed packaging which contains the bottle. On the lid of the packaging there is a text which informs the consumer to use the magnifying glass. This way, the lid instantly becomes a simple tool which invites the consumer to interact and turns him into a curious explorer discovering important, exciting, but also hidden truths and values of biodynamic farming.