SANTA CAROLINA RESERVADO

SANTA CAROLINA is one of Chile’s most history-laden wineries. Established in 1875 by Luis Pereira (who named it in honour of his wife, Carolina Iñiguez)

 Viña Santa Carolina is a renowned producer of a wide range of superior wines of consistent quality. It has been constantly praised by the press and specialized critics and is present in over than 80 countries.

With almost 150 years of history and unique heritage, the “Casona” was declared a National Monument in 1979 and became an emblematic symbol for the winery and also for the Chilean wine industry.

Redesigning the RESERVADO range has multiple challenges, the first one is that it is the most sold range of the winery, so we should be very careful and strategic in the decisions for the new design. The renewed image should be attractive, fresh but also should be recognizable by the habitual consumer of the brand.

As part of the new positioning brand strategy of the winery, the SANTA CAROLINA logo should head the composition. We redesigned all the elements of the previous label, giving more rhythm to the composition and quality perception. The sub-brand RESERVADO placed next to the winery logo speaks clearly to the consumer. The new “casona” is much more detailed, and more prominent in the label but it is also fresh and not too classic thanks to the drawing style. We decided to add the vineyard to give more coherence and a direct message to the consumer. The use of hot foil on the details helps to improve the quality perception of the product.