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.
