Diablo Rosé and Blanc Spark

Diablo Spark is a sparkling wine range created from the need to expand the leadership of the Diablo wine brand across both the domestic and international markets.

Since its launch in 2018, Diablo Dark Red has established itself as an undisputed benchmark, becoming Chile’s best-selling wine by value. Its success is driven by a young winemaking approach and a grape blend that creates a complex yet sweet flavor profile, making it ideal for consumers entering the world of wine.

The brand proposition has always been bold, placing the figure of the Devil front and center as a seductive character that challenges market conventions. It does so without relying on Concha y Toro’s endorsement on the label, while turning the bold use of color throughout its packaging into the starting point for the expansion into Diablo Spark.

After identifying that a significant portion of Diablo’s loyal consumers were purchasing sparkling wines from other brands, the business challenge was to enter a category that is traditionally conservative while maintaining the brand’s irreverent and eye-catching essence.

The design strategy is rooted in the synergy between Pop Art and a successful mass-market brand, drawing inspiration from artists such as Andy Warhol and Roy Lichtenstein, who celebrated mass production and popular consumer culture.

To maintain the brand’s vibrant visual language, the same image used for the Diablo wine was carried over, illustrating a mid-range crop between light and shadow across the face to add greater detail and intensity.

This image was covered with a dotted texture that evokes the effervescence of bubbles and layered over a yellow background, while the Devil took on an even more prominent role by closing in on the frame within the label.

The ultimate goal was to create packaging that would act as a natural extension of the brand identity, amplifying the Devil’s gaze to capture consumers’ attention on the shelf and boldly communicate the spirit of this new sparkling wine.

It is worth highlighting that all the visual elements comprising the Diablo Dark Red, Diablo Black, and Diablo Purple wine range—including the brand identity and illustration—as well as their evolution into the new Diablo Rosé and Blanc Spark project, are our own creative work.