Parts of the 3 Rios label can be peeled away to reveal details about the grapes and country where the wine is made

The best designs not only make the product look great from a distance, but also tell the customer the story behind it in an unexpected way. 3 Rios wine, made by Portuguese winemaker Anselmo Mendes, used a special peel-off bottle label in order to teach drinkers about the wine they are tasting.

The label has three lines meant to represent the three different rivers that irrigate the grapes in the wine. These can be peeled away to reveal their names, giving the bottle a unique look and interactive element. Created in partnership with Moço Wine Branding, the three rivers are key to the design, as they explain in a statement: “The Minho river with the Alvarinho vine variety, the Loureiro vine variety from the Lima river and the Avesso vine variety from the Douro river. The label ‘invites’ the consumer to discover the rivers using a detachable, looking for an interplay between the consumer and the wine history.”

Anselmo Mendes | Moço Wine Branding

The best designs not only make the product look great from a distance, but also tell the customer the story behind it in an unexpected way. 3 Rios wine, made by Portuguese winemaker Anselmo Mendes, used a special peel-off bottle label in order to teach drinkers about the wine they are tasting.

The label has three lines meant to represent the three different rivers that irrigate the grapes in the wine. These can be peeled away to reveal their names, giving the bottle a unique look and interactive element. Created in partnership with Moço Wine Branding, the three rivers are key to the design, as they explain in a statement: “The Minho river with the Alvarinho vine variety, the Loureiro vine variety from the Lima river and the Avesso vine variety from the Douro river. The label ‘invites’ the consumer to discover the rivers using a detachable, looking for an interplay between the consumer and the wine history.”