G.D. Vajra – Monterustico
From the legendary Vajra family in Barolo, Italia comes this new sub-brand Monterustico. GD Vajra is a premier winery in one of the world’s most famous regions and approached Beetle Creative to create a collection of wines that were more approachable and targeted towards younger audiences. Known for pushing the boundaries, they were keen to try something new, bold and unique, a strong departure from the more traditional labels the area is better known for. The concept of the barcode derived from a blog post I wrote about some clever ways to integrate barcodes into labels and Giuseppe loved these ideas so much it was decided to utilise them to be the dominant focus for this collection. As a wine range largely intended for export in Scandinavia we also wanted the collection to be iconically Italian. I’ve been fortunate to have spent some time with the family over the last 2 years, getting the chance to explore the magnificent region, which is one of the truly beautiful spots of the world. The Vajra vineyards are the highest in the Barolo region and the illustration I completed over two trips captures the magnificent panorama views. The landscape, with distant views captures the mosaic plots of vineyards emphasised by the cream soil roads and the charming hilltop towns. In the background are majestical mountain views of Monte Viso and the surrounding Alps. The family is driven by a great passion, which is contagious, which we took into our label designs. This is one of three projects we are currently working on with the Vajra family.