Toormix designed these abstractly branded bottles to separate a new line of house wines from its many competitors within the Spanish and international markets. Betlem Gastrobar wine packaging was intended to be fresh, bold, contemporary and stimulating, stepping away from the more traditional practice of creating a text-heavy label.
The work of Oriol Armengou and Ferran Mitjans resulted in the development of three unusual shapes that cover almost the entire sticker on each wine bottle. Each one has three straight sides and a bottom that's illustrated with zigzagging or rounded patterns. Bright colors of yellow, red and purple suggest the tones of the beverages within, doubling as conceptual references to the three kings of Bethlehem. Personality is communicated through these abstractly branded bottles, appealing to several of the consumer's senses.