Context: organic wine for a beach evening, not a cellar
Velomar is a line of certified organic wines, Blanco, Rosado and Tinto at an honest price, grown and bottled in the Pollença region, on the northern tip of Mallorca, at the Can Axartell estate. It is aimed at people who buy wine for a beach evening, not a cellar. The brand had to feel like the island itself: light, warm, a little nostalgic, and instantly recognisable on a crowded shelf.
The label: three wines, one shoreline
Each cuvée carries its own illustrated scene from the same stretch of Mallorcan coast: friends at the boat for the Blanco, a couple under a straw umbrella for the Rosado, a ride across turquoise water for the Tinto. One world, three moments. The restrained typography above lets the scenes do the talking, and the name band ties the range together at shelf distance.
Art direction: holiday snapshots instead of studio packshots
The campaign look borrows from holiday snapshots, hard flash, real hands, real food, instead of sterile studio bottles. It makes the wine feel like something that happens to you on Mallorca, not something that sits behind glass. The same imagery feeds the shop, social media and the winery’s trade materials.
The shop: three wines, one decision, nothing in the way
The webshop stays out of the way: three wines, one decision. The one flourish is the hover: resting on a bottle swaps the packshot for the wine in its natural habitat, so browsing feels like flipping through someone’s holiday photos. Product pages answer the real questions (what does it taste like, what do I eat with it, how cold) before the technical ones.