Design: Ximena Ureta
Project Type: Produced
Client: Concha y Toro
Photographer #1 #2 #3: Morten Andersen
Photographer #4 #5: Diestro.Studio
Secondary Designer: Juan Carlos Jara
Production: Juan Rojas
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Paper
Printing Process: Offset
“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.
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.
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
OPERATION / FLOW / INTERACTION:
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.
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.
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
This design was awarded with various prizes, like The Premier Print Awards, competition that recognizes the highest quality printed pieces in various categories from around the world. Each year, only the most worthy pieces receive Awards of Recognition, Certificates of Merit, and the highest honor–the Benny statue.