Every November 11th, as the Feast of Sant Martí arrives, so does Vi Novell —the first wine of the season, young, fresh, and full of life. In 2024, we presented our label design proposal for the Celler Masroig contest. Inspired by the shifting colors of the Arc de Sant Martí (the Catalan name for the rainbow)— a symbol of renewal, energy, and celebration. Using holographic foil, it captures the light and transforms with every glance, creating a unique unrepeteable label. A perfect fusion of tradition and innovation, past and future.