Limited Edition Jubilee 2016 Cardenal Mendoza Classic
The Jubilee year is called every fifty years and is a time for forgiveness. It stands as a reminder of God's providence and mercy. The dedication of a year for this emphasis provides the community with a time to come back into right relationship with one another and with God.
The Jubilee of Mercy that Pope Francis has called, from December 8, 2015 – November 20, 2016, is an Extraordinary Jubilee. This designation as an "Extraordinary Jubilee" sets it apart from the ordinary cycle of jubilees, or holy years, which are called every 25 years in the Catholic Church.
By calling for a holy year outside of the normal cycle, a particular event or theme is emphasized. For example, Pope Francis called this particular Extraordinary Jubilee of Mercy to direct our attention and actions "on mercy so that we may become a more effective sign of the Father's actions in our lives . . . a time when the witness of believers might grow stronger and more effective.”
Sánchez Romate Hnos will commemorate this extraordinary event with a limited edition of Brandy Cardenal Mendoza.
So we invited Steve Simpson, an artist with over 30 years’ experience in hand-lettered packaging design, whimsical characters, and illustrated barcodes, to Bodegas Sánchez Romate Hermanos. Steve’s distinctive style, inspired by the arts & crafts movement, 50s advertising and folk art, has appeared on everything from a 1" postage stamp to a 200ft screen in Times Square.
Steve dedicated nine months to the design and collaborated with art director Luis Vazquez to design the front & back labels, neck wrap, illustrated barcode and illustrated canister. Taking as a starting point the iconic Brandy Cardenal Mendoza classic, he develops his
personal graphic world in a version of the label of Cardinal Mendoza, where he plays with the rationales and elements of the classical label to give his vision of the same.
In addition, for the gift box, he proposes a map or guide to Rome for the Jubilee year, pointing to the four major Basilicas where Jubilee can be celebrated.