Metamorphosa
Protecting nature by sipping wine.
Brand strategy, Brand Identity, Packaging, Sustainable Packaging and Print, 3D Product Mockup Design
Metamorphosa is a winery based in the vineyard town of Salgesch, located in Valais - the largest wine region and appellation in Switzerland. Valais is also one of Europe’s largest butterfly habitats. Unfortunately, 60% of Switzerland's indigenous butterfly species are considered near threatened or endangered. Butterflies ensure a healthy ecosystem and are valuable pollinators.
It is important for Valais wine-makers to continue the production of wine from indigenous grape varieties, and butterflies need to be provided with an environment where they can thrive. I built Metamorphosa to be a bridge between the two missions. It celebrates native treasures and educates the audience about the importance of protecting butterflies for nature.
Credits: Business concept, Brand Strategy, Brand Identity, Naming, Packaging, Illustration, Copywriting, Photography, 3D Mockups Design, Animation: Evangelija Ivanoska
Both butterflies and wine are symbols of transformation. In Metamorphosa's branding, they merge to tell the brand's mission - transforming our mindset in order to act and protect our environment.
The purpose of the brand is echoed in its name and the subtle extension of the letter M in the logo design, which represents the butterfly tail.
30% of Metamophosa's wine proceeds go to its programme to plant flowers, such as pansies, that support the life of the endangered butterflies in the Pfyn-Finges Nature Park of Valais.
Packaging that celebrates native treasures
Metamorphosa specifically grows the native wine grapes of Valais - Gamaret, Diolinoir, Arvine, and Chasselas, which produce 4 types of wine and 2 types of grape juices. Their labels incorporate 6 of the endangered native butterfly species.
The butterflies' visual characteristics match the taste characteristics of the wine they represent. Red wine is heavier, rich, bold. White wine is light, pure, delicate.
The butterflies' patterns charm the customer on the front of the label, while the back label introduces the mission of the winery.
Inspired by the dust-like property of butterfly wings, I illustrated them in the stippling technique in order to express their delicate essence. Stipple patterns in nature are also found in flowers.
The second half of the butterfly wing is completed by the logo and typography.
The best way to protect our nature is to educate future generations - Metamorphosa produces delicious grape juices made from the native grapes to educate the young ones.
Customers as collaborators in the sustainable mission
Metamorphosa's postcards are designed to be gifted to others, encouraging customers to contribute to the mission and act as sentimental business cards to attract potential customers.
Sustainable packaging
I designed Metamorphosa's packaging to be 100% sustainable.
It is recyclable, compostable, and biodegradable - the labels and the bottleneck labels are printed on recycled paper with vegetable-based inks and foil finishes, whereas the bottle closure is made of natural cork. The metal caps on the grape juice bottles are reusable.
When customers purchase a bottle, they are encouraged to return it for reuse or recycling or repurpose it themselves. The diversity of the butterfly illustrations makes the bottles suitable as collectibles too.
