type terroir.

[2021] exhibit design for POP UP: Type Museum 2021. “type terroir” is an exhibit about the semiotics of wine labels and typography’s power to influence consumers.

opening night of the exhibition featured a wine tasting experiment. participants were served wine from one of five bottles, each with a label designed in a different typographic style. participants were led to believe that each bottle contained a different wine, when in reality each contained the same exact wine. this allowed for authentic insights into how typography functions and affects the way we perceive the quality and taste of wine. some participants tasted from multiple bottles in a row and proclaimed they sensed noticeable differences between them, despite the fact that each bottle contained the same wine. oh, the power of typography!

exhibit design, typography, wine label design/packaging