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Publication
Desenhar o terroir : identidade visual e ilustração dos vinhos encostas do Rabaçal Grande Reserva
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Advisor(s)
Abstract(s)
O presente projeto incide sobre o design da linha de vinhos Encostas do Rabaçal–Grande Reserva, da Adega Cooperativa de Valpaços, tendo como objetivo principal investigar de que modo o design gráfico, em particular a ilustração, pode funcionar como instrumento de valorização territorial e de diferenciação no mercado vinícola. Sustenta-se a hipótese de que uma identidade visual ancorada na cultura material e imaterial da região contribui para reforçar a perceção de autenticidade, qualidade e ligação ao território de origem. A investigação adota como eixo conceptual os Lagares Rupestres do concelho de Valpaços — estruturas arqueológicas de origem ancestral, associadas à prática vinícola, que constituem um património de relevante valor simbólico, técnico e identitário. Através da análise formal de três exemplares selecionados, complementada por observação direta no local, procedeu-se à experimentação visual com diferentes materiais gráficos, no sentido de traduzir plasticamente a textura da pedra e a rugosidade das formas originais. O resultado consistiu no desenvolvimento de um sistema visual aplicável à rotulagem, articulando tradição e contemporaneidade numa linguagem gráfica coesa. O projeto demonstra, assim, o potencial do design como mediador entre património e produto, propondo uma abordagem que reconfigura visualmente a memória coletiva do terroir transmontano em Valpaços, afirmando-se como um elemento distintivo estratégico, reforçando a pertinência de um posicionamento da linha junto de apreciadores e entusiastas de vinho que procuram experiências diferenciadoras, sensoriais e visualmente marcantes, valorizando a autenticidade, singularidade e ligação ao território.
This project focuses on the label design for the Encostas do Rabaçal –Grande Reserva wine line, produced by the Valpaços Wine Cooperative. Its main objective is to investigate how graphic design—particularly illustration—can serve as a tool for territorial valorization and market differentiation in the wine sector. It is based on the hypothesis that a visual identity rooted in the material and immaterial culture of the region contributes to strengthening the perception of authenticity, quality, and connection to the place of origin. The research adopts as its conceptual axis the rupestrian wine presses found in the municipality of Valpaços—ancestral archaeological structures associated with winemaking practices, which constitute heritage of significant symbolic, technical, and cultural value. Through formal analysis of three selected examples, complemented by direct on-site observation, visual experimentation was carried out using various graphic materials in order to plastically convey the texture of the stone and the roughness of the original forms. The outcome was the development of a visual system applicable to labelling, combining tradition and contemporaneity in a cohesive graphic language. The project thus demonstrates the potential of design as a mediator between heritage and product, proposing an approach that visually reconfigures the collective memory of the Trás-os-Montes terroir in Valpaços. It positions itself as a strategic distinctive element, reinforcing the relevance of targeting wine enthusiasts and connoisseurs who seek differentiated, sensory, and visually striking experiences, while valuing authenticity, uniqueness, and a strong connection to place.
This project focuses on the label design for the Encostas do Rabaçal –Grande Reserva wine line, produced by the Valpaços Wine Cooperative. Its main objective is to investigate how graphic design—particularly illustration—can serve as a tool for territorial valorization and market differentiation in the wine sector. It is based on the hypothesis that a visual identity rooted in the material and immaterial culture of the region contributes to strengthening the perception of authenticity, quality, and connection to the place of origin. The research adopts as its conceptual axis the rupestrian wine presses found in the municipality of Valpaços—ancestral archaeological structures associated with winemaking practices, which constitute heritage of significant symbolic, technical, and cultural value. Through formal analysis of three selected examples, complemented by direct on-site observation, visual experimentation was carried out using various graphic materials in order to plastically convey the texture of the stone and the roughness of the original forms. The outcome was the development of a visual system applicable to labelling, combining tradition and contemporaneity in a cohesive graphic language. The project thus demonstrates the potential of design as a mediator between heritage and product, proposing an approach that visually reconfigures the collective memory of the Trás-os-Montes terroir in Valpaços. It positions itself as a strategic distinctive element, reinforcing the relevance of targeting wine enthusiasts and connoisseurs who seek differentiated, sensory, and visually striking experiences, while valuing authenticity, uniqueness, and a strong connection to place.
Description
Trabalho de projeto
Keywords
Identidade visual Rótulo Ilustração Tradição Região Autenticidade. Visual identity Wine label Illustration Tradition Region Authenticity