Roger Viusà, renowned sommelier and former owner of Plaça del Vi 7, embarks on a new chapter, leaving behind the world of gastronomy to embrace his passion for winemaking in the heart of Empordà. In collaboration with the graphic designer Albert Porta, a unique visual identity was crafted to reflect Viusà’s journey from restaurateur to vinyataire, encapsulating his deep connection with the land and its traditions.
The label harmoniously bridges the boldness of modern artistic expression with the timeless visual language of traditional wine bottles, creating a design that feels both innovative and rooted in heritage.
Roger Viusà’s transition from sommelier to winemaker stems from an epiphanic moment during his studies in biodynamic agriculture. He recalls being asked if the vineyard spoke to him: “I realized then that the vineyard called to me, and I knew that one day, I would make wine. Before turning fifty, I would dedicate myself to it.” Now, after years of carefully considering this shift, Viusà has left his acclaimed restaurant, Plaça del Vi 7, to fully immerse himself in winemaking, reconnecting with his agricultural roots in Empordà.
This journey is more than a career shift—it’s a return to his origins. Growing up around the land, spending summers at the family mas with his grandfather, Roger’s connection to the earth has always been strong. His venture into winemaking represents a continuation of that bond, though he humbly insists he is not a “pagès”—a term he reserves for those with a lifetime of farming knowledge.
The naming of the wines was an integral part of the creative process. Drawing inspiration from a descriptive text Roger Viusà shared with us, in which he eloquently expressed the character and personality of each wine, we carefully selected words that captured the essence of his vision. These words not only reflect the unique qualities of each wine but also connect with Roger’s personal narrative and winemaking philosophy. The result is a series of names that are as thoughtful and evocative as the wines themselves, seamlessly aligning with the visual identity and storytelling of the labels.
The labels reflect his dual passion for contemporary and urban art while drawing inspiration from the traditional visual language of old wine bottles. The result is a striking design that merges modern artistic boldness with a nod to time-honored winemaking traditions.
Concept and graphic design: Ingrid Picanyol and Albert Porta
