Freilauf is a wine brand owned by a well-respected, design-loving music DJ with a passion for hedonism and well-being. The task was to create a minimalistic, bold label that would transcend the philosophy behind the Freilauf meaning and lifestyle. The word “Freilauf” means freedom of movement. Our concept was to visualize it through the composition of multiple concentric circles, which put together form an optical illusion of endless rotation.
Looking at the bottle from different angles, or moving it in your hand, creates an optical illusion that the circles are spinning.