In Kakheti, the expression “I know kitsi and kitsmatsuri” is more than a simple saying — it is a cultural code for complete understanding, mastery, and the ability to quickly adapt to any circumstance. It reflects a mindset of intuition and resilience deeply rooted in the region’s heritage.

This philosophy connects beautifully with the tradition of Kakhuri amber wine, a centuries-old craft where white grapes are fermented with their skins and sometimes stems for an extended period. This method, preserved across generations, creates the wine’s iconic amber color and infuses it with remarkable depth, structure, tannins, and a character that is unmistakably Kakhetian. It is a wine that carries not only flavor, but history, technique, and emotional resonance.

To bring the essence of “kitsi and kitsmatsuri” into visual form, we created a label concept that expresses knowledge as fragments — individual pieces that come together to form a complete, meaningful whole. This parallels the winemaking process itself, where time is broken into stages, each contributing to the wine’s final complexity.

Each of the three labels is meticulously crafted using hand-cut collage artistry. We layered vibrant archival photographs, expressive hand-drawn lettering, textured paper elements, and bold headline cutouts sourced from vintage newspapers. This process results in a richly tactile, multidimensional design that feels alive, human, and story-driven.

To elevate the sensory experience, the labels are printed on premium uncoated papers that enhance the organic feel of the collage. Selective embossing, foil accents, and subtle textural contrasts create visual depth and invite touch, turning the label into an object of craft rather than a simple graphic.

Each label is intentionally unique, reflecting the individuality of each wine and celebrating the artistry, intuition, and cultural wisdom of Kakheti. Together, they form a collection that honors both the winemaker’s mastery and the region’s timeless heritage.