Design

Sep 8, 2021

Appartement 103 redesigns Chilean premium wine

Redesign for Marques de Casa Concha focuses on elevating label impact and enhancing each SKU region while respecting the brand’s heritage.
By:
Elisabeth Skoda

Owned by Concha Y Toro, Marques de Casa Concha debuted in 1976 and has established itself as a brand that’s described as high quality and acknowledged for its royal heritage and traditions, and as one of the most iconic premium range of wines from Chile.

Appartement 103 embarked on this journey to redesign this brand, staging it for future development.

The three key design challenges were defined through three main elements. Firstly, respecting the brand visual assets and 40 years of heritage, maintaining recognition, secondly, elevating the label impact and visibility on the shelf with a more modern and desirable presentation, and finally,  enhancing each SKU region and origin as a true point of differentiation from competitors.

With our objectives defined, every single element of the labels was revamped.

“From the monogram to the brand wordmark, we created a unique and bold brand panel with a sharper and unique look and feel. The bespoke patterns were inspired by the ornaments found in the winery, created and implemented in all labels to increase unicity across the range.  The colours for each variant were made more prominent, creating differentiation across the varietals and terroirs. Furthermore, a more natural textured paper, copper foil detailing, embossing, and debossing finishings have been injected into the presentation, boasting naturality and craftsmanship,” says Appartement 103.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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