During the first edition of the “Dégustez en V.O.” trade show, one of Autajon Étiquettes Méditerranée’s creations caught the eye of Vitisphere.
The “Obsédé du Cru” label, designed for Mas D’Arcaÿ, made a lasting impression with its playful, modern and technically sophisticated approach.
A trade show dedicated to Occitanie wines
“Dégustez en V.O.” brings together winegrowers from Occitanie and industry professionals. More than 200 exhibitors showcase their cuvées, their expertise and their packaging innovations. As part of the event, Vitisphere selects three standout innovations each year.
The “Obsédé du Cru” label was chosen as one of these noteworthy projects.
The challenge: creating a different kind of customer experience
Mas D’Arcaÿ wanted a label that could:
– Surprise through physical interaction
– Remain elegant and approachable
– Assert a strong identity without being provocative
– Offer an intuitive yet subtle mechanism
The goal was to create an innovative label with a repositionable flap, a technique that requires a very high level of precision. This type of label uses multiple adhesive layers, allowing it to be opened repeatedly without losing adhesion.
The solution: a detachable label designed as a game
The teams at Autajon Étiquettes Méditerranée designed a label inspired by children’s sticker games, while delivering a distinctly premium finish. The flap, with no explicit indication, must first be detected before it can be manipulated. This subtlety enhances the sense of discovery and creates a direct connection with the user.
Beneath the flap appears:
– A second, more suggestive visual
– A carefully controlled surprise that reinforces the playful, conspiratorial feel of the concept
– A staging designed as a sensory experience
The result for Mas D’Arcaÿ:
– A reusable label that can be opened and closed easily
– A premium finish ensuring both visual integrity and adhesive performance
– Packaging that is perfectly aligned with the estate’s artisanal and creative identity.
An innovative label highlighted by Vitisphere
In its article on the show’s innovations, Vitisphere describes the label as “naughty” and “playful”. This creation is a perfect example of experiential packaging, a strong trend in the wine market.
It gives Mas D’Arcaÿ increased visibility and showcases the expertise of Autajon Étiquettes Méditerranée.
Through this creation, the site demonstrates:
– Its technical mastery
– Its ability to innovate with complex mechanisms
– Its deep understanding of both producers’ and consumers’ expectations
A success that combines creativity, expertise and carefully controlled boldness.
