Rosé

Design: Ximena Ureta
Location: Chile
Project Type: Produced
Client: Concha y Toro
Photographer: Diestro.Studio
Producer: Juan Rojas
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Paper
Printing Process: Digital Offset

INSPIRATION:
The Rose packaging for Concha y Toro is inspired by the delicacy of roses, petals, and their fragrance. By spring, the freshness of its colors, and the subtlety of fruity notes, such as grapefruit, pomegranate and melon. By vineyards and their leaves. By nature. By the tranquility evoked by the last shades with which the clouds and the sea are dyed in the evening. Its inspiration is elegant, soft and feminine.

OPERATION / FLOW / INTERACTION:
Its consumers are single professional women, who live on their own and like to have new experiences with easy drinking wines. This product is usually consumed cold, and it is ideal to accompany as an appetizer. It has perfect pairing with cheeses as well as light entrees and fresh salads.

RESEARCH ABSTRACT:
The Rose de Concha y Toro label conveys elegance and femininity. It was harvested in 2019, its origin is 79% of Itata and 21% of the Central Valley of Chile, it contains in its strains, 76% of Cinsault, 9% of Carmenere, 9% of Syrah and 3% of Garnacha It was bottled in June 2019. Its soil is clay loam type, granitic colluvial, and very good permeability; of an exquisite pale damask color with strawberry aroma, and delicate notes of grapefruit and melon, in addition to subtle floral aromas.

CHALLENGE:
We researched different Rose packagings around the world, to produce a unique and original design among products of the same Rose vine, whose target group were also women from different countries.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
It is a delicate and feminine design, which comes to meet the world trend in consumption of Rose led by women. The function of this product is to strengthen their complicity, and connect them with life’s simple and special moments, in order to foster the enjoyment of a young community. Its consumers are single professional women, who live on their own and like to have new experiences with easy drinking wines. This Rose is pioneering its category in Chile, launching in a small size of 375 ml.

PRODUCTION / REALIZATION TECHNOLOGY:
Printed on Aconcagua Martelé paper 89 grs / m2, in 5 special colors, in Digital Offset with gold-foil, black-foil, relief and bas-relief finishings.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Label Dimension: 85×90 mm