Marques de Casa Concha / Etiqueta Negra

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Design: Ximena Ureta
Location: Chile
Project Type: Produced
Client: Concha y Toro
Photographer: Diestro.studio
MCC Monogram Creator: Luis Piano
Secondary Designer: Felipe Estay
Production: Juan Rojas
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle, Paper
Printing Process: Various

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.

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.

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:
This 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.

PRODUCTION / REALIZATION TECHNOLOGY:
Black Label, paper Fedrigoi Black, 170 grs. Matt copper foil and embossing. SPECIFICATIONS / TECHNICAL PROPERTIES:
Box Dimensions: 32,2x85x86 cm Label Dimension: 10,3×10 cm