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Dave Potter
May 27, 2007 | Dave Potter

Slowly does it

slow-header.jpgIn 1986, brandishing bowls of penne pasta, Carlo Petrini and co-demonstrators prevented the building of a McDonald's franchise near the Piazza di Spagna in Rome. Spurred on by his success Petrini founded the Slow Food Movement, a global "non-profit, eco-gastronomic, member-supported organization". Slow Food is, quite obviously, anti fast food, but it is also far more.Slow Food is sustainable production, local consumption, and diversity. Slow food is about preserving regional specialties, subtle differences, non-homogeneous flavors and proliferation of choice. It is also about far more than food and the term 'slow' has come to describe something that respects the environment, is authentic, is local, is natural, and takes time.There is a great website based in New York,, which profiles designers and projects that can be described as 'slow'. According to slowLab:
"Slowness is not time-based. It doesn't refer to how long it takes to make or do something, but rather describes the individual's elevated state of awareness in the process of creation, the quality of its tangible outcomes and a richer experience for the community it engages."
Municipal Winery is inspired by the slow philosophy.slow001.jpg
Time Posted: May 27, 2007 at 12:57 PM
Dave Potter
May 17, 2007 | Dave Potter

the next stage

municipal-bottle.jpgWell, to me it feels like we are getting closer to something really cool. I am really digging the juxtaposition between the city and the winery - isn't wine made in the country, in an ostentatious chateau with marble floors and a fountain? 138-3841_img.JPGThe windows design is working toward communicating the idea of Municipal being a member of the community, and our unique location/ 'terroir'. That juxtaposition is definitely a big part of what Municipal Winery is about.I understand that being 'urban' is a big point of difference for us, however, I am reluctant to have this theme as the aesthetic and communication of what the winery is about. It is where we are, and part of who we are, but not really all of who we are, and I am afraid it is missing the other aspects of slowness and hand-craftsmanship.
Check out the whole book of sketches here.hand-project.jpgHere is another collection from the other designer of the artopsy team. A different direction - leaning more towards something clean and simple. I like the hand element that he has worked in. There is some cool stuff here as well. Check out his book of sketches here.Again, very interested to hear some feedback... Perhaps some artistic direction. Any ideas of images to capture the ideas of slowness, authenticity, quality, experience, and hand craftsmanship???mw-clean.jpg
Time Posted: May 17, 2007 at 12:55 PM
Dave Potter
May 14, 2007 | Dave Potter

a thousand words (it's what a picture is worth)

snapshot-2007-05-17-20-26-10.jpgIt used to be that all you had to do was make good wine, and then people would buy it because, hey, it's good.That doesn't really work anymore. Branding is important - some would say even more important than wine quality in these days of too many wine brands. Municipal Winery is not really looking to be the slickest marketing vehicle in the world, because our customers know how to read through that stuff and avoid companies that don't speak to them like people would. This brings us back to our positioning on quality, authenticity, experience and community (have a look at our marketing plan for a detailed explanation).In the quest to visually communicate those values, the graphic design guys at Artopsy have been enlisted to draw up the logo. The first round of attempts can be found here.First round of draftsAfter some time off, we essentially decided to start again at this point, and they sent along this Moodboard.After those refinements, we are now on to this second round of developments. Next round of ideasI am curious to hear what you think...
Time Posted: May 14, 2007 at 11:20 AM