Vice Roy
This piece is to design a wine label based on the designer Matthew Carter, or rather, his style. The connection between Matthew Carter and Pinot Noir is a layered one: Pinot Noir is considered to be one of the most difficult grapes to grow; similarly, typefaces are extremely difficult to create, and can only be completed by somebody with great precision and attention to detail.
Pinot Noir is also one of the oldest varieties of grapes; Carter has been around since type was created with metal. He was present during type’s transition from physical to digital media. He has also created many different typefaces, which relates to the different varieties of Pinot Noir Grapes. Hence, the bottle is covered in type, allowing it (and the wine inside) to be surrounded by typography the way Matthew Carter was. The language, application, and titles represent his professionalism and “royalty” in the typographic community. The wine’s name, Viceroy, is a reference to his regal stature as the King/Master of typography.
