Mejunje

Wine52 is the UK’s largest wine discovery club, and a distributor of wines from all kinds of places. For a collection of wines from the D.O. La Mancha region in Spain, they approached five regional studios to create special label designs. Barcelona-based Atipus was invited to work on a Verdejo, an outstanding Spanish grape variety with citrus notes and stone fruit.

Atipus conceived both the name and the design. For the former, they settled on “Mejunje”. Not only has this word close linguistic ties to La Mancha. It also appealed directly to the product, as it denotes a homemade beverage featuring many ingredients. For the latter, the design studio opted for a purely typographic approach, inspired by the lurid aesthetics of vintage town party flyers and bullfighting posters. This includes loud colors (with a nod to the Spanish flag) and a nonchalant type treatment.

The name is shown in Signal Compressed by Production Type. Based on a lettering style commonly painted on roads, it has compressed letterforms intended to be easier to read from the driver’s perspective. Here the unconventional distribution of thicks and thins is employed for its eye-catching qualities and approachable amateur connotations. The other fonts follow suit: Bebas Neue and Linotype Didot are used with stretched proportions.

All text was arranged inside a triangular label. This shape references the typical neckerchiefs worn by Castilian women in traditional costumes.