Exploring the Multifaceted Meaning of Bayiri in Wine Packaging Design

Introducing bayiri, a product that holds a profound multi-dimensional meaning rooted in its Turkish origins. The term “Bayiri” in Turkey is an idiomatic expression meaning the slope of a mountain or hill, but by extension, it also refers to a fallow or uncultivated field. The term is often used metaphorically for a careless person who doesn’t think much or doesn’t care, an expression commonly used in Greece as “bayiri to kefali.”

Interestingly, these so-called fallow fields in Greece are often used for cultivating vineyards. The multifaceted meaning of the word “Bayiri” inspired the creative process behind the label design. The chosen approach, both visually and typographically, was very basic and minimalistic, mirroring the interpretation of a word in a dictionary.

Legal restrictions presented a fundamental obstacle when presenting the varieties of wine, leading to an unconventional approach akin to blackout poetry. Just as the transformative process of deleting words in blackout poetry gives new meaning and life to a “fallow” and “uncultivated” text, or like the cultivation of these once barren fields that gives them new purpose and life, the designers opted to erase information and concepts from the etymology of the word, creating something new while retaining the essence.

After all, isn’t this the essence of winemaking? The conversion and transformation of the matter of a grape into something new. Finally, each different variety can also be identified by the different colour of the wax sealing the cork of each bottle.