Turning origin and craft into a powerful visual language.
Crafting Identities Through Narrative Design
Luna & Panda is a specialized design studio led by Franco Luna and Gerardo «Panda» Ruiz, focusing on strategic packaging for the premium beverage sector. With an international footprint spanning from the Americas to Europe, the studio blends expertise in illustration, calligraphy, and typography to build cohesive brand identities. Their work is rooted in the belief that every product—be it wine, beer, or spirits—is a reflection of its origin and the people behind it, a premise they translate into meaningful and impactful visual narratives.
The Alchemist’s Treasure: A Neo-Baroque Legend
This project creates a symbolic universe where the dragon acts as both the guardian of value and the object of desire. Inspired by a mythical tale involving King Fedrigoni and his master warriors, the narrative transforms the act of labeling into a legendary conquest. This storytelling system is designed to be expansive, allowing the «Gothic-fantasy» world to be projected onto new varietals and brand communications, turning every bottle into a chapter of an ancient history.
Visually, the design utilizes Luminous White Felt X-Dry paper, whose organic grain evokes the nobility of medieval parchment. The aesthetic blends neo-baroque influences with woodcut-style illustration to honor traditional craftsmanship. High-impact finishes, including gold hot stamping and screen-printed embossing, create a tactile contrast that mimics gold-leaf ornamentation, bringing the dragon to life with a sense of gravitas and three-dimensional depth.