Puto Año interprets to “fucking 12 months,” which is a phrase we will all relate to in the case of the 12 months that 2020 was. Futura is a artistic studio primarily based in Mexico Metropolis, they usually created the long-lasting branding for this iconic wine. The entire precept behind the id was to showcase simply how the pandemic turned everybody’s world the other way up. Every little thing about this wine is totally surprising, with solely black and white labels, moody illustrations, and quirky handwritten fonts. If the general temper round COVID was a wine, contemplate this it.
Puto Año is a branding that Futura made to shut the 12 months 2020. A 12 months that turned the whole lot the other way up and radically modified the routine of our lives and the fundamental idea of “normality,” rethinking how we work, how we reside, and the way we coexist.
We wished to share this tough 12 months, even from a distance, with our shoppers and mates. To supply this 12 months that, though by drive, taught us so many issues. That’s the reason we gifted them a wine made in collaboration with the Bichi pure wine, accompanied by a hat and a bag with the identical branding.
The graphic proposal is an analogy of what it was like this 12 months and is introduced by means of a number of illustrations of a woman who arrives at a pool, and really excited, prepares to enter the water; however the expertise of swimming is by no means what she anticipated, and the whole lot begins to go unsuitable. As she begins to sink she reaches some extent of resignation by which she merely permits herself to drown. In the long run, the woman manages to get out of the pool; like many people, we managed to get by means of the 12 months. Additionally, the typography and brand seem like water that’s melting.
Puto Año, hasta nunca.
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