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Global

Design: Kids
Location: Spain
Project Type: Produced
Client: Bodegas arraez
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle, Paper
Printing Process: screen printing

To date, Arráez’s communication actions had primarily been aimed at music festivals or fairs, so we had to go a little further and ensure this wine would get known in a more serious way. We looked for a value-enhancing proposal and a naming with which we could capture consumers interested in fine wines and local winegrowing traditions. “Los Arráez” was a tribute to the family, full of meaning: a return to their origins and the early beginnings of the winery.

As a presentation, we staged a tasting event at one of the most emblematic places in Valencia: the 13th-C Celler de Proava. The collection comprised 3 different wines for a more sophisticated audience: Lagares, Verdil and Parcela 0, made from native grapes.

Combining seriousness and good taste with disruptive, ground-breaking elements, the labels had to show origin and tradition while claiming lots of attention, just like the rest of the wines from this grower.

Parcela 0:
The label of this wine shows a crocodile holding a glass of wine in its jaws, representing the tradition of the age-old wine making processes, with all the sophistication and delicacy of today’s wines.

Lagares:
This striking label with a harvester on the back of a triceratops is a tribute to the winery’s ancestors and roots. Here, we wanted to capture the know-how and philosophy of Toni’s great-grandfather, the winery’s founder.

Blanco Verdil:
Here, we made a bid for a transgressive white wine with a strong personality, fresh and complex, transmitting the essence of this area of ​​the Mediterranean. The label has a drawing of the “samaruc”, a fish native to the Valencian Community and now in danger of extinction. The samaruc is flying below an aviator, representing precisely those very first winemakers in this land. All this was a bid to create a transgressive wine paying homage to our land and everything we’ve learned from our ancestors.

What’s Unique?
Combining seriousness and good taste with disruptive, ground-breaking elements, the labels had to show origin and tradition while claiming lots of attention, just like the rest of the wines from this grower.