How do you represent the union of two countries like Chile and Mexico in a single label? This was the challenge posed to them. Devil's Locker (Concha y Toro Vineyard) to Thingular Creative Partners for its first wine, a fusion of vineyards from both countries. The goal was to create packaging that paid homage to Baja California as a Mexican origin, while maintaining the brand's global DNA and oenological signature.
The inspiration didn't come from the world of wine, but from the Mexican F1 Grand Prix. They explored two creative paths of great artisanal richness: Huichol art and Puebla Talavera. "We chose Talavera for its ability to tell a story of tradition and sophistication through its patterns. It was the perfect symbol: a 100% Mexican visual language, instantly recognizable, yet with the elegance necessary to dress a wine of a higher price segment than the Reserva,” they explain at Thingular.
To bring Talavera to life, they created the initial illustrations, exploring various variations. Each mosaic piece was adjusted by the Thingular team to integrate organically into the label's structure, respecting the simplicity and graphic codes of Casillero del Diablo.
Additionally, they modified the size of the label to make it different from that of the traditional Reserva.
The result is a label which tells a story of respect and admiration between two countries that share a passion for wine. Publisher: CCL Label (Chile). Label: COTONE BIANCO ULTRA WS Fedrigoni (Global).
