Labels and storytelling

Storytelling through the label

Visual storytelling is becoming an increasingly important element in the world of labels. Storytelling is not new: for millennia, humans have been using it to explain complex concepts or convey abstract ideas. Since this practice has been relevant for so long, it is worth understanding what makes storytelling through labels so special.

What is visual storytelling?

Visual storytelling consists of communicating through images, a method that has proven to be highly effective. It is used in many fields, from advertising and marketing to public relations and corporate communication, demonstrating that storytelling is not just a fad, but an established cultural practice. The world of labels has also fully embraced this method, and it is no longer a secret. At etiqueta.es we observe that, increasingly, labels are being used to tell engaging little stories, capable of creating a direct link with consumers.

Historical and literary references

The label featured in this article, Infinitum Effugere, was completely designed by us within 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, putting light and dark, the familiar and the unfamiliar 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 embossed in gold, while Effugere, which means “to flee,” appears just below in black hot foil stamping. These techniques directly reflect the label’s narrative.
Through the carefully selected figures, landscapes and details, the label creates a world of its own, leaving room for interpretation. Upon closer inspection, several questions arise: What is the couple trying to escape from? Where are they coming from and where are they headed? To answer these questions, the designer’s point of view is not enough; one must also look at the 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. It is believed that the artist was 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 coat as a makeshift umbrella. It is also possible that Longo’s ancient Greek love novel Daphnis and Chloe influenced the work (The Metropolitan Museum of Art, a).
• The section depicting the castle and aqueduct is inspired by the French painting Sunset: Landscape with Aqueduct by Théodore Géricault, executed in 1818. Géricault visited Italy between 1816 and 1817 and subsequently 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 that we prefer to leave unanswered, so that the observer can complete the picture with his own ideas. What is missing allows everyone to interpret the label in their own way. The label provokes countless associations and memories, involving the observer in the world it represents.

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The strengths of storytelling, explained in simple terms

Why does this label and its storytelling work so well? To answer, let’s take a closer look at visual storytelling.

1. Tension: Every good story has a beginning, a conflict and a resolution. In the label, tension is generated with open questions, emotional conflicts and selected information. The viewer is curious and wants to discover how the narrative unfolds.
2. Associations: Whether myths, historical events or familiar stereotypes, what we recognize in a label makes us pause and reflect. At the same time, it is very likely to evoke memories and emotions, increasing interaction with the content of the label.
3. Emotions: Heroes, lovers and villains. When we identify with the characters in a story, we live it emotionally. What moves us influences our way of thinking and we naturally want to share it. Thus, the narrative sticks in our memory.

Storytelling can influence human behavior, convey knowledge and entertain (Radü, 2019, 79). As such, it is an especially powerful tool when applied to labels. Labels that include storytelling elements capture attention, bring a brand to life and are memorable.

Labels, storytelling and QR codes

When scanned with a smartphone, QR codes offer access to online content such as images, videos or interactive experiences. Thanks to digital printing, QR codes can be incorporated into your labels on etiqueta.es quickly and cost-effectively. In this way, the story doesn’t stay on the label, but continues online, where the possibilities are virtually unlimited. Visual storytelling on labels can thus become a more sensory and immersive experience.

We are always up to date with the latest trends and developments in online printing, and we love to inspire you and offer advice. Do you have any questions? Contact us by phone at +34 932716400 or by email at info@etiqueta.es. We’ll be happy to advise you!

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