Leyenda Wine Packaging by Ximena Ureta

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DESIGN DETAILS
DESIGN NAME:
Leyenda

PRIMARY FUNCTION:
Wine Packaging

INSPIRATION:
"More than 100 years ago, Don Melchor de Concha y Toro reserved for himself an exclusive batch of his best wines. To keep strangers away from his private reserve, he spread the rumor that the Devil himself haunted the place. Hence the name: Casillero del Diablo, the Devil’s Cellar." This legend gives life to this wine: all the history and the mystery of the Devil's cellar in a bottle. From our oldest vineyards, Leyenda was born: a unique creation that gathers all the nobility and virtue that characterize this legendary and famous terroir.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Leyenda is the iconic wine of Casillero del Diablo (Devil’s Cellar), a brand that is part of the most emblematic wines of the Concha y Toro vineyard. The roots of Leyenda stretch to Pirque, in the heart of the Maipo Valley, where the famous legend of Casillero del Diablo began more than 130 years ago. Two-decade-old vines grow on those stony soils, which every year in mid-April yield high quality Cabernet Sauvignon grapes. These are harvested manually to ensure their total integrity each season.

OPERATION / FLOW / INTERACTION:
his magnetized packaging works in a traditional way, containing a 750 cc wine bottle vertically or horizontally. The box is designed to contain the bottle exactly. This packaging was designed to be sent to different markets, printed with all its finishes, so that it can be assembled anywhere in the world, easily and efficiently.

PROJECT DURATION AND LOCATION:
This project started in november 2013 in Santiago of Chile and finished in december 2014.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Label: Printed to seven special colors in Starlight of Ritrama, pantone 872 C, 876 C, 476 C, Black, 477 C, 877 C, 873 C. Embossing, high relief and gold leaf.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 111,30 mm x Height 134 mm

TAGS:
leyenda, concha y toro, ximena ureta, wine packaging, casillero del diablo

RESEARCH ABSTRACT:
Mankind has developed a culture that needs to be expressed and transmitted in order to show the relationship between our ancestors history and our present situation. Likewise, Concha y Toro’s legend has been transmitted mouth to mouth for over 130 years shaping its worldwide recognized brand and graphic image.

CHALLENGE:
The creative challenge of Leyenda: Casillero del Diablo (Leyend: The Devil’s Cellar) consisted in visually synthesizing the emblematic legend that enshrouds the soul of each of the lines of the wines which make up Casillero del Diablo, which has been handed down from generation to generation for more than a hundred years. This visual interpretation had to represent the history and essence of the Casillero del Diablo brand. The challenge for a label like this is to design a transversal packaging for several markets in the world, this is how Leyenda Casillero del Diablo is found in Chile, Brasil and China

ADDED DATE:
2018-04-02 18:45:54

TEAM MEMBERS (5) :
Art Direction and Design: Ximena Ureta, Graphic Design: Juan Carlos Jara, Production: Juan Rojas, Print: Multi-Color Chile and Tin capsule: Ramondin

IMAGE CREDITS:
Image #1 #2 #3 Morten Andersen
Image #4 #5 Diego Agurto

Visit the following page to learn more: http://www.ximenaureta.cl
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Concha y Toro

PROFILE:
Founded in 1883, Viña Concha y Toro is Latin America’s leading producer and occupies an outstanding position among the world’s most important wine companies, currently exporting to 140 countries worldwide. Uniquely, it owns around 11,300 hectares of prime vineyards in Chile, Argentina and United States. The Concha y Toro Group comprises a wide range of successful brands from the top of the range Don Melchor and Almaviva to the flagship brand Casillero del Diablo, in addition to Trivento brand from Argentina and Fetzer from California. The Company has 3,169 employees and is headquartered in Santiago, Chile. Marcelo Papa, winemaker and technical director for Concha y Toro, was named Winemaker of the Year by Tim Atkin MW in his Chile 2019 Special Report. After more than 20 years of experience as the lead winemaker for renowned brands such as Casillero del Diablo, at the end of 2017, Marcelo Papa took on the role of Technical Director for the Concha y Toro winemaking area. His successful career has earned him several accolades, and his high-scoring wines are proof of his ability to make wines with great personality and sense of origin. The award given by Tim Atkin highlights Marcelo Papa’s professional work and reaffirms his dedication and commitment to producing wines that reflect Chile’s diverse terroirs.

NOMINATION DETAILS

Leyenda Wine Packaging by Ximena Ureta is a Nominee in Packaging Design Category.

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AWARD DETAILS

Leyenda Wine Packaging by Ximena Ureta is Winner in Packaging Design Category, 2018 - 2019.



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