Chris Morgan. Casale 2025.
DO WHAT YOU LOVE
Chris Morgan*
Time and again, I bring together three passions: fine wine, good food, and the joy of beeing together. From these passions grew a commission: to design wine labels that make pleasure and personality visible – Do What You Love.
A statement against the rush of everyday life. For real moments, honest enjoyment, and design that invites you to pause and breathe. As unique as every special wine you savour. As lively as every shared evening around the table.
Do What You Love is more than a name. It‘s an invitation.
WHERE HANDCRAFT MEETS WINE
This label is created entirely by hand. The letters are vintage wooden types, set by hand and printed on a traditional hand press. The original print is one of a kind – just like the wine itself: crafted with care, patience, and attention to detail.
FROM HAND PRINT TO LABEL
The prints were then digitised and became the design foundation for the three labels. In this way, the analogue origin meets a contemporary execution – a process that reflects the same care and passion with which the wine itself is made.
TRANSLATING THE ANALOGUE
To preserve the authenticity of the original hand print the letters were gently embossed. This creates a subtle relief texture that echoes the feel of traditional letterpress printing.
In this project, passion and craftmanship come together – and in the end, it‘s not just a wine, but an expression of what we love.
*Chris Morgan is Creative Director and co-founder of the branding agency MORGANS AG in Bern. From 2002 to 2017, he was co-founder and partner of REPUBLICA AG; before that, he worked as an Art Director and Designer at MASCIADRI AG and GOTTSCHALK + ASH INTERNATIONAL His roots lie in traditional printmaking, following an apprenticeship as a Printer at BENTELI AG and further training as a typographic designer. With over 30 years of experience, he combines craftmanship with strategic brand leadership. Today, he develops holistic branding solutions for companies that value style, authenticity and longevity.
