Folk Tale

The set up: Folk Tale® is a natural wine written in the Canary Islands to the world, where each bottle pays tribute to myths and stories passed down through generations, brought to life with every pour. 

The Conflict: Create a visual identity system and packaging design for Folk Tale® that is able to cultivate the untamed spirit of nature, culture, and heritage through wine, making it adaptable and appealing to all audiences across international markets.

The Resolution: The design began with a strategic foundation of shaping an identity that embraces the layered roots of Folk Tale®. Inspired by generational stories, it was created as a visual language centered on the ritual of storytelling where every label becomes a chapter, and each bottle a tale to be felt, shared, and remembered.  

Guided by the ever-changing rhythms of nature, much like winemakers themselves, the design reflects a natural narrative that shapes the brand. Elements such as the sun, soil, and climate, shape each flavor, and these influences are transformed into visual patterns that symbolize the passage of time and the intricate process of fermentation, which involves both sensory and chemical transformations. The layered system within the gradient design mirrors the arrangement of books on a library shelf  while ensuring retail visibility in a predominantly white category.

Adaptable for retail and rooted in poetry, each wine pays homage to a different story and color, whether it be love, adventure, mystery, or magical realism, inviting everyone to write their own. A custom logo, inspired by midcentury storybooks, sits alongside San serif and Serif Typeface fonts to reinforce the literary tone. Circular motifs reference both the ritual of wine stains and the sun rhythm, anchoring the layout with a subtle continuity. 

Finally, beyond its visual language, Folk Tale® is a homage to a purpose, a life aligned with the land, bound by the stories of generations past and to those yet to come.