Puto Año translates to “fucking year,” which is a phrase we can all relate to when it comes to the year that 2020 was. Futura is a creative studio based in Mexico City, and they created the iconic branding for this iconic wine. The whole principle behind the identity was to showcase just how the pandemic turned everyone’s world upside down. Everything about this wine is utterly unexpected, with solely black and white labels, moody illustrations, and quirky handwritten fonts. If the overall mood around COVID was a wine, consider this it.
Puto Año is a branding that Futura made to close the year 2020. A year that turned everything upside down and radically changed the routine of our lives and the basic concept of “normality,” rethinking how we work, how we live, and how we coexist.
We wanted to share this difficult year, even from a distance, with our clients and friends. To offer this year that, although by force, taught us so many things. That is why we gifted them a wine made in collaboration with the Bichi natural wine, accompanied by a hat and a bag with the same branding.
The graphic proposal is an analogy of what it was like this year and is presented through several illustrations of a girl who arrives at a pool, and very excited, prepares to go into the water; but the experience of swimming is not at all what she expected, and everything begins to go wrong. As she begins to sink she reaches a point of resignation in which she simply allows herself to drown. In the end, the girl manages to get out of the pool; like many of us, we managed to get through the year. Also, the typography and logo appear like water that is melting.
Puto Año, hasta nunca.
