The 'Anima Mundi' (world soul) is an intrinsic connection between all living things on the planet, which relates to the world in the same way as the soul is connected to the human body. 
This is the spirit and ambition of this sweet wine: to represent the connection between the territory and its people.
The concept has been translated into a packaging by applying the desirable difficulty approach that combines psychological theories and design principles to significantly increase the difficulty in reading and therefore increase memorization.
The label combines multiple printing techniques, like silkscreen, hot foil, braille, and a very intricate die cuts.
Client: Cantina dei Colli Ripani
Agency: Andrea Castelletti
Art Director / Graphic Designer: Andrea Castelletti
Photo: Marco Biancucci / F For Fake

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