Food Labels as Media and Artistic Artifacts—A Case Study of Muszynianka Water Labels

Abstract

Food labels are common elements of everyday life. However, from the point of view of communication researchers (especially visual communication), they are incredibly interesting cultural artifacts, located at the intersection of communication, design, technology, and regulation. This article analyzes the evolution of the labels of Muszynianka, a leading mineral water brand in Poland, from the perspective of media archaeology. It treats labels as dual artifacts—media (information carriers, regulatory objects) and artistic (elements of applied art, design). This article emphasizes the importance of materiality, the non-linearity of history and the analysis of the technological–regulatory “archive.” It develops concepts of labels as complex, multimodal messages, especially in a historical context. The authors conducted a visual analysis of the evolution of Muszynianka’s labels, placing them within broader design trends. To explore recurring visual and narrative motifs, a topoi analysis method was used to identify three basic topoi: Topos of Nature/Mountain Origin, Topos of Health/Vitality/Purity, and Topos of Modernity/Technology.