CHIMUELO

CHIMUELO

El diseño de esta etiqueta nace de una premisa sencilla pero profundamente humana: el afecto también construye identidad.

En un segmento donde el vino suele expresarse a través de códigos solemnes y distantes, esta propuesta incorpora una figura inesperada: Chimuelo, la mascota de la bodega. Su presencia no responde a un recurso anecdótico, sino a la voluntad de representar aquello que permanece, acompaña y se vuelve inseparable de la experiencia cotidiana.

La ilustración, desarrollada con una estética cuidada y atemporal, aporta singularidad y memoria a un Blend de alta gama cuya complejidad surge precisamente del equilibrio entre carácter y sensibilidad. El contraste entre la nobleza del vino y la cercanía del personaje genera una tensión visual interesante: la excelencia no necesita solemnidad; puede expresarse también a través del cariño y la autenticidad.

En términos de identidad, la etiqueta busca alejarse de los lugares comunes del segmento premium para construir un lujo más emocional, basado en las historias genuinas y en los vínculos que dejan huella. Porque, al final, uno termina encariñándose con quien lo acompaña. Y algunas compañías, como algunos vinos, permanecen para siempre en la memoria.

CHIMUELO

The design of this label is built on a simple yet deeply human idea: affection also shapes identity.

In a market segment where wine is often presented through solemn and distant conventions, this proposal introduces an unexpected figure: Chimuelo, the winery’s beloved mascot. Its presence is not a whimsical addition but a deliberate choice to represent what endures, offers companionship, and becomes inseparable from everyday experiences.

Created with a refined and timeless illustration style, the character brings uniqueness and memorability to a premium blend whose complexity emerges from the balance between strength and sensitivity. The contrast between the elegance of the wine and the warmth of the mascot creates an engaging visual tension, suggesting that excellence does not have to be formal or reserved. It can also be expressed through authenticity, affection, and genuine connection.

From a branding perspective, the label moves away from the familiar clichés of the premium wine category to embrace a more emotional vision of luxury, one rooted in real stories and meaningful relationships that leave a lasting impression. After all, people naturally grow attached to those who accompany them through life. And some companions, like some exceptional wines, remain in our memories forever.

Curator’s Insight

What makes this label work is restraint in an unlikely place. It would have been easy to lean into the mascot angle with playful typography or a casual layout, but the illustration is treated with the same care a portrait painter might give a human subject, fine linework, careful shading, a steady gaze. That decision keeps the premium positioning intact even as the subject matter softens it. The tension between the two is doing the actual branding work here, not the dog itself.