SURO's wine labels work like a cork board of everyday memories

SURO Natural Stories wanted packaging with a casual, almost 'undesigned' aesthetic that reflects a natural, unpretentious ethos — more a celebration of everyday life than a wine label.

The name means cork in Catalan, so the labels became a cork board: photographs and manuscripts pinned like testimonies of lived moments, each bottle a day-to-day story.

Onmi Design built the labels from meticulously selected visual elements capturing routine moments: playful illustrations, vibrant colours, photographs and manuscript fragments presented as authentic, lived testimonies — a visual narrative that resonates with people's daily experiences.

The Dieline featured the labels on 3 July 2024; no sales figures were published.

SURO Natural Stories' packaging, designed by Onmi Design, celebrates the simplicity and joy of everyday life with a casual, almost 'undesigned' aesthetic — playful illustrations and vibrant colours reflecting the brand's natural, unpretentious ethos.

The concept starts with the name: 'Suro' means cork in Catalan, and like a cork board that holds up memories and fragments of our lives, the labelling becomes a lining for the day-to-day stories that make up our existence. Each photograph and manuscript on the label is framed as a testimony of lived moments, shared stories and authentic experiences.

Onmi describes the project as more than a labelling job — a celebration of everyday life, with each component carefully selected to capture routine moments in an authentic, immersive way. The Dieline featured the design on 3 July 2024.

Wine labels default to estate heritage and polish; a cork-board collage of ordinary moments is a position competitors cannot copy without looking absurd.

The design idea is baked into the brand's own name — suro, cork — so the metaphor reads as inevitable rather than decorative.

Casual, 'undesigned' visuals signal the natural, unpretentious wine inside before the liquid says a word.

On a shelf of over-designed bottles, looking 'undesigned' is the loudest move — let the label behave like the keepsake board in the kitchen, not a billboard.

The Dieline covered the labels on 3 July 2024; no commercial results were reported.