Marques de Casa Concha Wine Packaging by Ximena Ureta

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DESIGN DETAILS
DESIGN NAME:
Marques de Casa Concha

PRIMARY FUNCTION:
Wine Packaging

INSPIRATION:
The inspiration of this project is born from the main economic engines of Chile, mining and agriculture. Copper, earth, leaves and fruits are intertwined graphically in an oenological piece that combines the excellence, elegance and character of a great wine. Its composition between blackberries and black currants, between graphite and black tar chromatically define the visual flavors of this project. Marqués de Casa Concha, Etiqueta Negra (Black Label) comes from the best location in Chile for the crops of red varieties and shows all the potential of the renowned terroir of the Alto Maipo Valley.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Etiqueta Negra (Black Label) belongs to the Fine Wine Collection category of the Concha y Toro winery, top of the line wine within the Marqués de Casa Concha portfolio. The objective of the project was to create a more oenological sophisticated blend. The challenge was to expound a label with its box in an elegant way, representing all the wine's oenological characteristics, its dark and deep flavor, the unctuous flavors of cherry, cassis or also known as blackcurrant, cedar, blackberry, black tar in addition to a certain presence of graphite. At the same time it had to be strongly linked to the Chilean land, these were the conceptual guides that began to shape this new brand. The creative complexity of a blend is reflected in the different organic forms that are constantly fused around this packaging, taking over its content, in the label it appears in a subtle way framing the texts. The use of copper color for the brand was born from the need to represent the richness of the Chilean soil, thus merging the mineral and agricultural world, two main sources for the development of this country.

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:
Santiago de Chile

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Black Label, paper Fedrigoi Black, 170 grs. Folia Cobre mate and embossing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Box Dimensions: 32,2x85x86 cm Label Dimension: 10,3x10 cm

TAGS:
wine label, packaging, design, label, wine, concha y toro

RESEARCH ABSTRACT:
This design conveys the excellence, innovation, elegance and character of a top of the line wine, highlighting all the potential and features of the renowned terroir of the Alto Maipo Valley in Chile. The colors and textures of the label arise from the realization that the main elements that give structure to the flavor and aromas of this wine, blackcurrant, blackberries, black tar and graphite, share subtle hues of black.

CHALLENGE:
The creative challenge consisted in representing the image of a wine belonging to the Fine Wine Collection category of Marqués de Casa Concha (Marques of the Concha House), a top-of-the-line wine within the portfolio of Concha y Toro, recognized as the second most powerful winery in the world by the "The World’s Most Powerful Spirit & Wine Brands" ranking. Concha y Toro is the largest wine company in Chile and Latin America. In addition, it is one of the four most important in the world in terms of volume and the second considering the area of planted vineyards. The challenge for a label like this is to design a transversal packaging for several markets in the world, this is how Etiqueta Negra de Marques de Casa Concha is found in France, Malaysia, South Korea, Hong Kong, China, Singapore, Perú, Colombia, Uruguay, Brazil, Guatemala , Costa Rica and Panama.

ADDED DATE:
2019-02-25 20:03:30

TEAM MEMBERS (8) :
Art Direction and Design: Ximena Ureta, Graphic Design (MCC Monogram creator): Luis Piano, Graphic Design: Felipe Estay, Production: Juan Rojas, Label Print: CCLabel Chile, Box print: Ramko Chile, and

IMAGE CREDITS:
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 Marques de Casa Concha, 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

Marques De Casa Concha Wine Packaging by Ximena Ureta is a Nominee in Packaging Design Category.

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AWARD DETAILS

Marques De Casa Concha Wine Packaging by Ximena Ureta is Winner in Packaging Design Category, 2018 - 2019.



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