73 CFNAPA
When Purple Wine Company asked for a brand identity and packaging for its new German Riesling, BEX, they wanted something modern, urbane and most importantly, something at ease in the hottest nightclubs and restaurants.

“Our exploration was inspired by Germany’s legacy of precision engineering and the clean design aesthetic of the Bauhaus movement,” says creative director David Schuemann of CFNAPA. “Our solution melds these sensibilities through strong, clean typography and a ribbed texture achieved by embossing the metallized paper the label is printed on.”

Relying almost entirely on the embossing to carry the design for the BEX label, Schuemann and his team had a scare when at the last minute the selected printer sent embossing proofs that were a complete failure. Fortunately the client changed printers, and the feel of studded metal comes through clearly. “It’s this tactile dimension of the design that just makes it zing,” says Schuemann. “I’ve got to admit I have a bit of an obsession with German sports cars—unbridled power wrapped in uncompromising design,” he allows. “When we were asked to take this project on it was a natural for me to look at brands like BMW, Audi and Mercedes for inspiration.” by Romy Ashby