La Jugada is an exercise in contemporary reinterpretation that tackles a specific design challenge: providing a modern edge to the traditional fish motif, so deeply rooted in the iconography of this wine category. The result is a label that transcends the conventional to become a collectible piece of art.

Our proposal draws inspiration from contemporary tattoo aesthetics, merging surrealist imagery and bold outlines with a turquoise-toned colour palette. This fresh and daring approach is complemented by premium finishes: gold foil stamping and spot UV screen varnish add a tactile and visual dimension that elevates the brand identity.

The design not only boosts visibility at the point of sale, connecting with an audience passionate about design and tattoo culture, but was also honoured with the Platinum Award at the prestigious 2025 CLAP Awards for the best illustration applied to packaging.