Puto Año interprets to “fucking yr,” which is a phrase we will all relate to with regards to the yr that 2020 was. Futura is a inventive studio primarily based in Mexico Metropolis, they usually created the enduring branding for this iconic wine. The entire precept behind the id was to showcase simply how the pandemic turned everybody’s world the wrong way up. The whole lot about this wine is completely sudden, 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 yr 2020. A yr that turned every little thing the wrong way up and radically modified the routine of our lives and the fundamental idea of “normality,” rethinking how we work, how we dwell, and the way we coexist.
We wished to share this troublesome yr, even from a distance, with our shoppers and buddies. To supply this yr that, though by pressure, 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 yr and is offered via 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 under no circumstances what she anticipated, and every little thing begins to go flawed. As she begins to sink she reaches a degree of resignation during which she merely permits herself to drown. Ultimately, the woman manages to get out of the pool; like many people, we managed to get via the yr. Additionally, the typography and brand appear as if water that’s melting.
Puto Año, hasta nunca.
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