Labels and storytelling

Storytelling through the label

Visual storytelling is becoming increasingly important in the world of labels. Storytelling is hardly new: for millennia, humans have used them to explain complex concepts or convey abstract ideas. Since this practice has been going on for so long, it is worth understanding what makes storytelling through labeling so special.

What is visual storytelling?

Visual storytelling is the practice of communicating through images, an approach that has proven extremely effective. It is used in many areas, from advertising to marketing, from PR to corporate communications, proving that storytelling is not just a fad, but a solid cultural practice. The label world has also fully embraced this method, and it is no longer a secret. On etichetta.it we observe that labels are increasingly being used to tell small, engaging stories capable of creating a direct connection with consumers.

Historical and literary references

The label presented in this article, Infinitum Effugere, was designed entirely by us as part of an imaginary concept. It won third place in the “Label Printer of the Year” category at the Druck & Medien Awards in Berlin in 2022. The design tells the story of a young couple on the run, with light and dark, the familiar and the unknown at the center of the narrative.

“In the mist of darkness, a young couple moves from the light into the unknown. They have no idea that they are passing through an invisible door, a threshold from which there is no turning back. From that moment, their world becomes darker and more chaotic. The edge of the label takes on a unique shape, the left-hand side transforming into a dark, mysterious forest, with the only sources of light being the golden fireflies and the Latin, embossed text from De rerum natura (On the Nature of Things) by the Roman poet and philosopher Lucretius.”

Emir Ramic, label designer

The word Infinitum, which translates as “Infinite,” was done in gold embossing hot stamping, while effugere, meaning “to flee,” appears immediately below in black hot stamping. These techniques directly reflect the narrative of the label.

Through the carefully selected figures, landscapes and details, the label creates a world of its own, leaving room for interpretation. Looking at it closely, several questions arise: what are the couple fleeing from? Where do they come from and where are they going? To answer them, one can rely not only on the designer’s point of view, but also on references to literature and art.

• The couple depicted on the label is from the French painting The Storm (or The Tempest) by Pierre Auguste Cot, completed in 1880. The artist is believed to have been inspired by the French novel Paul and Virginia by Bernardin de Saint-Pierre, in which the two protagonists seek shelter from a sudden downpour, using the protagonist’s surcoat as an improvised umbrella. Longo’s ancient Greek romance novel Daphnis and Chloé may also have influenced the painting (The Metropolitan Museum of Art, a).
• The section depicting the castle and aqueduct comes from the French painting Evening: Landscape with Aqueduct by Théodore Géricault, painted in 1818. Géricault visited Italy between 1816 and 1817 and later created depictions of Italian ruins in Paris based on these experiences (The Metropolitan Museum of Art, b).

“There are many more details to discover, but each viewer is encouraged to explore and interpret them for themselves. We hope the label sparks engaging conversations. It can be seen as an ode to the artists of past eras, whose work should not only be found in museums but accessible everywhere, for everyone.”

Emir Ramic, label designer

There are questions we prefer to leave unanswered, so the viewer can complete the image with his or her own ideas. Missing information or deliberate omissions allow each person to complete the images in his or her own way. The label stimulates countless associations and memories, involving the viewer in the world it represents.

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The strengths of storytelling, explained in a simple way

Why do this label and its storytelling prove so effective? To answer that, let’s take a closer look at visual storytelling.

1. Tension: A good story usually has a starting point, a problem, and a resolution. On the label, tension is created through open-ended questions, emotional conflicts, and selective information. The viewer becomes curious and wants to find out how the narrative develops.
2. Associations: Whether it is myths, historical events, or familiar stereotypes, what we recognize on a label makes us stop and think. At the same time, it is very likely to recall memories and emotions, increasing the likelihood that people will interact with the label’s content.
3. Emotions: Heroes, lovers and villains. When we identify with characters in a story, we experience it emotionally. What moves us affects the way we think and naturally we want to share it. This is what makes the narrative stick in the mind.

Storytelling can influence human behavior, convey knowledge and entertain (Radü, 2019, p. 79). This is why it is a particularly powerful tool when applied to labels. Labels with storytelling elements capture attention, bring a brand to life, and remain memorable.

Labels, Storytelling and QR Codes

When QR codes are scanned with a smartphone, they offer access to online content such as images, videos or interactive experiences. Thanks to digital printing, QR codes can be added to your labels on etichetta.it quickly and inexpensively. In this way, the story does not stop on the label, but continues online, where the possibilities are virtually limitless. Visual storytelling on labels can thus turn into a truly multimodal experience.

We always stay up-to-date with the latest trends and innovations in the world of online printing, and are happy to offer advice and inspiration for your labels. Do you have questions? Call us at +39 06 94803980 or write to us at info@etichetta.it.

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Sources

Radü, J. (2019). New Digital Storytelling: Anspruch, Nutzung und Qualität von Multimedia-Geschichten. Nomos. https://doi.org/10.5771/9783845299273-25

The Metropolitan Museum of Art (a). The Storm. https://www.metmuseum.org/art/collection/search/435997

The Metropolitan Museum of Art (b). Evening: Landscape with an Aqueduct. https://www.metmuseum.org/art/collection/search/436455

Wikipedia. (2026, February 2). Storytelling (method). Retrieved March 18, 2026, from https://de.wikipedia.org/wiki/Storytelling_(Methode).