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Anja Kaufmann. DoWhatYouLove.

DO WHAT YOU LOVE – A graphic homage on good wine and great company

Text and Fotos Anja Kaufmann*

In Piedmont, they concentrate on what they do best: wine and food. On the highest level. We Austrians can wrap up our claim with a schnitzel. You don’t have to explain to the people of Piedmont much about cuisine or wine. But like everywhere, there are the exceptions, people who suddenly stop concentrating on their culinary talents and begin experimenting with design. That’s when the lovely landscape surrounding Dogliani is decorated with oversized benches or tables in small osterias suddenly have satin tablecloths and blue plastic roses.

Now even these questionable design ideas can lead to something good – because now there is an international and cross-cultural collaboration. The combination of Piedmont quality together with urban-aesthetic design promises an amazing success. At least in theory.

Not too long ago for exactly this reason, we sat down with the vintners Gianfranco Allessandria, Mario Veglio and Jörg Amann to think about how the youngest wine crop can be packaged. What we agreed upon from the very start, was that the quality of the packaging had to be of the same caliber as what was inside the bottle. Therefore, good design is better than bad design. Discovering the creative solution can be just as fun as drinking the wine, because what you like to do, you do well.  The requirement was that the fun of doing turns into enjoyment – or the pleasure of meeting good friends and drinking the best of wines in order to be inspired.

And we also did this:

  • After the first bottle of Pinot Nero, it was clear the packaging and labeling need to change. Whoever enjoys the wine should have the possibility to help with the design. It should grow. It should be unique. Something should be created.
  • After the second bottle of Pino Nero, it was clear that the more we drank, the more creative we became.
  • After the third bottle of Pinot Nero, it was clear that all empty bottles had to be collected and exhibited in the New York Museum of Modern Art. As great art!
  • After the fourth bottle of Pino Nero, it was clear we had to pull ourselves together to work more effectively.
  • After the fifth bottle of Pino Nero, it was clear why so many creative people had big problems with drinking. The workflow was tremendous.
  • After the sixth bottle of Pinot Nero, it was clear that the first idea was the best.
  • After the seventh bottle of Pino Nero, no one could remember anymore.

By the way: The idea after the first bottle of wine was the one that was used. A label made of soft touch paper enabled the chalk design to be enlarged – so that creative snapshots, ideas and stories from people could flow. Whether the label served as a recording tool for playing cards, immortalizing the best lyrics from the evening’s soundtrack or for the calculation of an absurd bet doesn’t really matter. The logo, “Do What You Love”, on the package is no empty phrase, it is an invitation for a damn great evening.

The design brainstorming began on a really fun evening– from beginning till the end, from the first to the last minute. Or better said, from the first to the last bottle. Here it must be said that the six other bottles, which helped with the creation of the project idea, were not emptied for nothing; they definitely helped with the success of the project. Quite honestly, it was a process, which caused no headaches.

 

 

*Anja Kaufmann traveled to Piedmont for the first time in 2015 at Yvonne’s invitation and has been thinking about how best to do this with emigration. The photographer and designer is the point of contact for ‘Wanna do What You Love?’ – Interested designers: who want to participate in the packaging of future wine harvests.

For further information simply send a mail to: info@serafina.cc