Vi Negre is a red wine made with organic and biodynamic grapes, but that's only one of its major selling features. Hey Studio designed a novel wine label for Vi Negre using wax-coated black paper so that drinkers and gift-givers can doodle and scribble with a pencil to create their own colorful designs. In an era where so many brands are starting to look and feel the same in the eyes of consumers, people are gravitating toward customizable packaging that lets them buy, display and gift something that feels distinctly their own.
After making a mark on their bottle with lines, shapes and patterns of their own choosing, drinkers will savor a 2024 harvest made with grapes by Castell d’Age—73% Garnatxa Negra, 15% Syrah, and 12% Malvasia de Sitges.
Rainbow Doodle Wine Labels
Vi Negre's Black Packaging Can Be Scratched and Personalized
Trend Themes
-
Scratchable Packaging — Wax-coated surfaces that reveal hidden color create interactive shelf appeal and turn ordinary product handling into a personalized brand moment.
-
Personalized Gifting — Customizable labels make packaged goods feel more meaningful, supporting premium positioning in occasions where individuality matters.
-
Artful Consumer Participation — Brands that invite doodling, marking, or co-creation blur the line between product and creative canvas, increasing emotional attachment after purchase.
Industry Implications
-
Wine and Spirits — Distinctive, customizable bottle design offers boutique producers a way to differentiate organic and biodynamic products in visually crowded retail environments.
-
Packaging Design — Interactive materials such as scratch coatings introduce new value for agencies developing tactile, memorable formats beyond static branding.
-
Gifting and Retail — Personal expression built into packaging supports curated retail experiences where shoppers seek items that feel unique without requiring made-to-order production.