Jaume Serradelarca and Jordi Masdeu put dreams on wine labels

El Trampolí, a foundation in La Bisbal d’Empordà that works with people with intellectual disabilities and their families, asked art director Jaume Serradelarca and Jordi Masdeu to design labels for three bottles of wine. What they came back with was an identity and packaging for a whole collection, named Somnis, where each bottle carries the dream of one young person the foundation supports, drawn on its label. The wine is produced with the winery Vins Can Mas, which advised on the bottle and the paper. “For us, Somnis is a very beautiful initiative that allows us to continue generating additional resources for the people we support and for their day-to-day lives,” explains El Trampolí’s President & Founder Maite Cobos. “The brief was very short: ‘We want the labels for three bottles of wine – one red, one rosé and one white.’ We did not even have names for them,” Cobos tells us. “Jaume and Jordi researched the history of the Foundation and discovered that, many years earlier, we had created a theatre production called Somnis. Through the play, we sought to represent the idea that people with disabilities can have no limits, and that they can dream big. That is where the idea of calling the collection Somnis came from,” Cobos continues. The collection’s three wines are Tinto, Rosé and Blanco. At the designers’ request, the foundation spoke to the young people and described the dreams that they shared, passing all of them on for the Barcelona-based design duo to interpret. Every label uses the same system, but the black line drawing changes from one bottle to the next. “We established an area for the text and determined where the brand is positioned, but within that white space – almost as if it were a blank sheet of paper – there is room for expression, which is where the illustration sits,” Serradelarca explains. “There is genuinely no sequence or particular logic. If there is a different dream for every person, and each of us dreams something different every day, then dreams become almost infinite, don’t they? The continuity lies more in the system we mentioned earlier, and in the illustrative style and art direction. But they are different stories, different chapters,” he adds.