Designer/Art Director: Macarena Norambuena
Head of Art: Álvaro Troncoso
Project Type: Produced
Product Launch Location: United States
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Metallic embossing
Aveleda, a long-standing winery from Portugal’s Vinho Verde region, wanted to create a red blend especially for the palate of US consumers, and required a name and packaging design to take their new product to market. Positioned as a concept wine from Portugal, the blend was targeted to consumers searching for new experiences from lesser-known regions.
To create the name and packaging design, DAf researched Portugal’s history and culture, both ancient and modern. “12 Knights”, taken from a medieval tale of bravery and camaraderie intimately known to the Portuguese, was chosen as brand name, giving our designers ample territory to explore on the label.
The sword was chosen as the central symbol representing the world of the knights. Positioned vertically, it draws the eye downwards towards the brand name, in a minimalist though striking design that stands out on the shelf. The icon of the knight atop his horse in full charging position was chosen to accompany the brand. Featured on the capsule with a red and black diagonally crossed background, the capsule alludes to the strength and simplicity of shield designs.