Post by Paula Pozza

Back to analogue. We were photographing this bottle in the studio today, and it got me thinking about how much our industry talks about AI, mockups, and digital tools. But the truth is, we’ve always had digital tools. They’re just that: tools. Long before AI, we had 3D renders and Photoshop mockups.... Even then, whenever we could, we’d print a white dieline, fold it, photograph it, and test the design on the real object. Sometimes it’s simply faster. Often is more precise. And there are things you only notice once you’re holding the object in your hands. Today we were shooting the final bottles for our Ordre de Malte Armagnac. The foils, the embossings, the varnishes… the way the light moves across the label... It feels poetic 💕 At the end of the day, it’s a physical object. It’s meant to be touched, turned around, caught by the light, and experienced in the analogue.