How do you represent the union of two countries like Chile and Mexico on a single label? This was the challenge Casillero del Diablo ( Viña Concha y Toro) posed to Thingular Creative Partners for its first wine blending vineyards from both countries. The goal was to create packaging that paid homage to Baja California as its Mexican origin, while maintaining the brand's global DNA and winemaking signature.
The inspiration didn't come from the world of wine, but from the Mexican Grand Prix. They explored two creative paths rich in artisanal tradition: Huichol art and Talavera pottery from Puebla. “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 necessary elegance to adorn a wine in a price segment above Reserva,” explains 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 that tells a story of respect and admiration between two countries that share a passion for wine. Printing: CCL Label (Chile). Label: COTONE BIANCO ULTRA WS Fedrigoni (Global).
