- Agency: Hey Studio
- Client: Vi Negre (Castell d'Age)
- Category: Packaging Design — Wine
- Location: Barcelona, Spain
- Project Brief: Design wine packaging that transforms every bottle into a personalized experience through an interactive scratchable label, celebrating creativity, craftsmanship, and the character of organic, biodynamic wine.
Give a drinker a pencil and the wine packaging stops being something they read and starts being something they make. Vi Negre ships a black wax-coated label built to be scratched into, so every bottle leaves the table as a one-off.
The label works like scratch art, with a matte black coating hiding a full rainbow spectrum underneath. Drag a wooden point across it and color surfaces in the line, so the buyer draws the design rather than receiving it.
Hey Studio turned the label into an activity for the table instead of a static object. The pre-scratched bottles show the range, from loose scribbles to hard diagonal hatching to checkerboards, and each one proves how different two bottles of the same wine can look.
The back label keeps the details tidy and legible against all that play, listing the Garnatxa Negra blend, the biodynamic sourcing, and the Crafted by Women line in plain rotated type. That restraint lets the front carry the whimsy while the wine still reads as serious.
