The project “Seletković” redefines the traditional wine label by transforming it into a tactile composition structured across three levels, where paper, raised screen printing and exposed glass become equal elements of the design. Rather than relying solely on print, the project uses material, texture and light as active tools of visual communication.

It was developed as a redesign of a label that had been present on the market for almost a decade. Guided by the client’s seemingly contradictory request – “keep everything the same, but make everything new” – the aim was not to replace the existing identity, but to elevate it.

This transformation unfolds both physically and metaphorically. Its physical dimension is articulated through the paper surface, the raised relief of the screen print and the exposed glass visible through the cut-out logotype. The textures are not decorative, but narrative, linking the wine to its origin through references to the cracked clay soil of Moslavina and the cross-section of an oak trunk. The cut-out logotype allows the bottle itself to complete the identity through the natural sheen and reflection of the glass, replacing a printed mark with the qualities of the material.
The project is presented through photographs inspired by Baroque still-life painting, in which chiaroscuro lighting transforms the bottle into an object of contemplation and completes the design’s sensory narrative.