Joven Garnacha

Creative Agency: Armoder Arte & Diseño
Designer: Giovanni Acquaviva
Project Type: Produced, Commercial Work
Client: Bodega Hacienda El Espino
Location: Spain
Packaging Contents: Wine
Packaging Substrate / Materials: Paper

Hacienda El Espino commissioned Armoder to create the visual identity for La Joven Garnacha, a young and fruity wine characterised by a rich and expressive range of aromas.

From the very beginning, we wanted to go beyond simply representing the wine. We asked ourselves a question: if this wine were a person, who would she be?

That question led us to discover “La Joven” — a young, vibrant and expressive woman who embodies the personality of the wine and becomes the central character of the brand.

Once the concept was defined, we brought La Joven to life through a carefully crafted illustration. Her image was conceived to convey the freshness, character and youthful spirit of La Joven Garnacha, turning the bottle into a visual expression of its personality.

La Joven Garnacha is part of a range of three young wines, each representing a different variety. To distinguish them while maintaining a strong and coherent visual identity, we developed a specific colour code for each variety.

The illustration of La Joven became the heart of the identity and was extended across the entire packaging system. Alongside the wine labels, we designed the complementary packaging and a triptych presenting the complete range, creating a visual language that connects the three varieties through a single character: La Joven.

A fresh, colourful and expressive identity, created to give La Joven Garnacha and its entire range a distinctive personality.