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Publication
O design de rótulos de vinhos portugueses naturais, orgânicos e biodinâmicos: O caso da Quinta da Serradinha
| Name: | Description: | Size: | Format: | |
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| 4.08 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Vinho, produto de importância inquestionável para o
sector económico e cultural do nosso país, está
profundamente ligado ao tradicionalismo e ao
conservadorismo, adoptando códigos visuais nos seus
rótulos que correspondem a esses valores. No entanto,
tem-se assistido a uma ruptura do mundo convencional
do vinho, surgindo no mercado um novo nicho de
produtores que apostam em rótulos irreverentes, que
fogem à tradição. Os vinhos naturais, orgânicos e
biodinâmicos têm arriscado nesta irreverência. Os
produtores destes vinhos têm inúmeros cuidados na
forma como produzem os seus vinhos livres de
pesticidas e herbicidas, respondendo ao problema de
uma geração mais consciencializada acerca dos
processos agrícolas e dos problemas que daí advém
não só para a sustentabilidade do meio ambiente como
para a saúde. Esta investigação teve como principal
objectivo o redesign de um rótulo de um vinho natural,
orgânico ou biodinâmico, e suportou-se no estudo da
inovação e tendências gráficas que se tem assistido
nesta área. Foram analisados um conjunto de rótulos de
vinhos de pouca intervenção com o objectivo de
averiguar os elementos gráficos e técnicas visuais
utilizados com maior frequência, para os poder aplicar
no rótulo a desenvolver. Esta investigação teve por base
uma extensa revisão bibliográfica, estudos de campo e
um estudo de caso. Com este projecto, a investigadora
tem como expectativa poder ter contribuído para o
alargamento do conhecimento de um campo ainda
pouco explorado.
Wine, a product of unquestionable importance for the economic and cultural sector of our country, is deeply linked to traditionalism and conservatism, adopting visual codes in its labels that correspond to these values. However, there is a rupture in the conventional world of wine, with the emergence of a new niche of producers in the market who bet on irreverent labels, which go beyond tradition. Natural, organic and biodynamic wines have been investing in this irreverence. The producers of these wines are very careful in the way they produce their wines free from pesticides and herbicides, responding to the problem of a generation that is more aware of agricultural processes and the problems that arise not only for the sustainability of the environment but also for health. This investigation, having as main objective the redesign of a natural, organic or biodynamic wine label, was based on the innovation and graphic trends that have been witnessed in this area. A set of wine labels with low intervention were analyzed with the aim of determine the graphic elements and visual techniques used most frequently, in order to be able to apply them in the label to be developed. This investigation was based on an extensive literature review, field studies and a case study. With this project, the researcher hopes to have contributed to the expansion of knowledge in a field still little explored.
Wine, a product of unquestionable importance for the economic and cultural sector of our country, is deeply linked to traditionalism and conservatism, adopting visual codes in its labels that correspond to these values. However, there is a rupture in the conventional world of wine, with the emergence of a new niche of producers in the market who bet on irreverent labels, which go beyond tradition. Natural, organic and biodynamic wines have been investing in this irreverence. The producers of these wines are very careful in the way they produce their wines free from pesticides and herbicides, responding to the problem of a generation that is more aware of agricultural processes and the problems that arise not only for the sustainability of the environment but also for health. This investigation, having as main objective the redesign of a natural, organic or biodynamic wine label, was based on the innovation and graphic trends that have been witnessed in this area. A set of wine labels with low intervention were analyzed with the aim of determine the graphic elements and visual techniques used most frequently, in order to be able to apply them in the label to be developed. This investigation was based on an extensive literature review, field studies and a case study. With this project, the researcher hopes to have contributed to the expansion of knowledge in a field still little explored.
Description
Keywords
Design gráfico Design de comunicação Wine branding