MARACUYÁ

MARACUYÁ

ABOUT

Maracuyá is a conceptual packaging project for a fruity white wine infused with passion fruit essences. Developed as an exercise in art direction and visual experimentation, the project explores a playful and unconventional approach to wine packaging.

Inspired by summer, celebration and tropical landscapes, Maracuyá translates the feeling of enjoying a fresh drink under the sun into a vibrant visual language. The concept embraces colour, spontaneity and fun, moving away from the more traditional and formal codes of wine.

SOLUTION

The packaging combines a vibrant tropical colour palette with organic, abstract calligraphic graphics created from the word “maracuyá”. The lettering was deconstructed into fluid shapes and layered across the label, creating a dynamic composition that wraps around the bottle.

The visual identity combines custom calligraphic lettering, digital illustration and experimental composition. Hand-drawn letterforms were transformed into abstract organic shapes, digitally refined, coloured and layered to create movement and depth.

RESULT

Colour becomes the main protagonist, turning the bottle into a visual symbol rather than simply a container. The unconventional graphic language transforms the packaging into a bold, collectible object designed to stand out and bring a sense of fun to the wine category.

The result is a highly visual packaging concept that captures the energy and colour of summer. Maracuyá aims to create an immediate desire to drink, celebrate and enjoy something fresh, fruity and unexpected.