Argentine Wine Needs Concept

In the competitive wine market the need to communicate concepts through label design is essential. Labels must capture the consumers’ attention and seduce them.

Guillermo Dufranc Buenos Aires
Followers:
400
Comments:
0
Votes:
2
Compartir:

Consumers have become more selective and careful when choosing wine, thus the label message needs to be very clear and precise, since the graphic design conveys its values. Nevertheless, if a label design seems more expensive that its actual price, it could be considered deceitful. It happens exactly the same when a wine is more expens

Argentine wine is known throughout the world by its high quality. However, twenty-five years ago, the local market was very different and so was the social recognition inside Argentina. Nowadays there are many kinds of consumers, and a wide variety of price ranges, from entry-level to ultra-premium wines for the most exigent drinkers.

In order to have a better understanding about the changes that the market has suffered lately, it is important to know about its history. Wine is part of the Argentine culture and has always been present when family and friends get together. Twenty years ago choosing a bottle of wine was a simple task, as there were only red or white wine, and big bottles of 5L (known as damajuanas) were very popular. At that time, wine was usually diluted with sparkling water, so the quality of the product was not very important for most consumers.


Bodega Privada means «Private Cellar» in Spanish. In this case we were inspired by the idea that these wines are part of a private collection. A kind of club that keeps its secrets locked away. To enter the cellar, the consumer should find the appropriate key. In each label all keys are orientated to the right or left, but there is always one that is in the opposite direction. Its textured paper contrasts with the relief and brightness of the shinny gloss spot lacquer, highlighting the artwork of the twelve keys that were specially designed for the collection. In every label the keys are combined in a different way. This supports the idea that each wine varietal is unique.

Argentine tradition

The market has evolved remarkably in the last few years when a wide diversity of varietals, such as Malbec, Cabernet Sauvignon, Syrah, Chardonnay wines were launched. This segment is well established and today it is stronger than the classic red and white wine. When wine became fashionable, traditional consumers learnt more about wine tasting. Moreover, there was a massive interest in wine from new consumers that were more open to new varieties.

The graphic style of the Argentine wine labels has always been influenced by the heritage of the Old world wines, coming from European tradition. The presence of classic typography and sober designs is their most remarkable characteristic. The traditional and conservative style has given way to a contemporary graphic language. In that sense, the Argentine wine market is rather conservative compared to other new world producers.


Ricordi is a tribute to the founder of the RPB winery. He was an Italian immigrant, who arrived in Argentina with little more than his dreams, and thanks to his vision, founded a thriving business. The label design should be both emotional and respectful. Italian stamps transport us back to the times when postcards were the only way to be in contact with relatives who remained in their home country. The engravings represent the high quality craftsmanship of the wines and the signature highlights the personality of the founder. The textured paper conveys a warm and nostalgic feeling too.

What´s your story?

In the cases when a brand does not have a story, it is needed to create a BrandStory. That means to create a story conceived to fulfil the brand strategic objectives. Having defined the BrandStory, the next step is to find the most suitable concept and graphic universe that will help to tell that story. Design is the one that will translate graphically what the brand wants to convey. Every detail needs to be conscientiously thought; typography, colour, paper texture, metallic foils, gloss spot and emboss. Every design element must be applied to make a bold and strong brand statement and to achieve shelf impact.

Wine labels are not only elegant logos and nice graphics. Wine brands are built on their values and on the way their consumers feel connected with them. This is why it is so important to define an own BrandStory, a concept that defines the product. This is the key for the brand development, to make it be authentic and stand out among the others. The absence of concepts leads to a generic label, a graphic template with no personality, without direction. It is not possible to design a wine with personality, without having a clear idea of the brand message to convey.


When creating the brand identity and label design for «Callejón del Crimen» (Crime Alley) Tridimag´s challenge consisted of conveying the particular attributes of the brand. For the «Evidencia» (Evidence) line, a fingerprint in silver ink becomes a subtle reference of the brand`s mysterious story, based on real facts that have taken place near the vineyards. For the ultra-premium «Misterio» (Mistery) line a chiaroscuro communicates the brand story.
Followers:
400
Comments:
0
Votes:
2
Compartir:

0 Comments

Comment

This article does not express the opinion of the editors and managers of FOROALFA, who assume no responsibility for its authorship and nature. To republish, except as specifically indicated, please request permission to author. Given the gratuity of this site and the hyper textual condition of the Web, we will be grateful if you avoid reproducing this article on other websites. Published on 11/11/2013.

Guillermo Dufranc

More articles by Guillermo Dufranc in English

Title:

The Rise of Craft Beer

Synopsis:

Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

Share:
Title:

Strategy and Creativity are Part of Design

Synopsis:

Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.

Share:
Title:

Minimalist Packaging

Synopsis:

Minimalism requires to decide on what is really necessary from what is not.

Share:
Title:

Zero Waste Packaging: Possible or Not?

Synopsis:

Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

Share:

You may be interested

Mateo Herrera
Idioma:
ES
Author:

Mateo Herrera

Title:

Crisis del diseño gráfico en México

Share:
Interactions:
Votes:
117
Comments:
251
Followers:
25
Guillermo Brea
Idioma:
ES
Author:

Guillermo Brea

Title:

El muro de los lamentos

Translations:
Share:
Interactions:
Votes:
126
Comments:
15
Followers:
173
Rique Nitzsche
Idioma:
ES
Author:

Rique Nitzsche

Title:

¿Cuál es la diferencia entre Arte y Diseño?

Translations:
Share:
Interactions:
Votes:
104
Comments:
70
Followers:
265
Pablo Álvarez
Idioma:
ES
Author:

Pablo Álvarez

Title:

El diseñador gráfico aprende todo el tiempo

Share:
Interactions:
Votes:
87
Comments:
45
Followers:
176
Lucas Nikitczuk
Idioma:
ES
Author:

Lucas Nikitczuk

Title:

Qué vendemos los diseñadores

Share:
Interactions:
Votes:
83
Comments:
37
Followers:
54
Juan Carlos López
Idioma:
ES
Author:

Juan Carlos López

Title:

Neurodiseño a través de la memoria emocional

Share:
Interactions:
Votes:
72
Comments:
53
Followers:
40
My opinion:

Login with your account to comment on this article. If you do not have it, create your free account now.

Upcoming online courses

Branding Corporativo

Branding Corporativo

Cómo planificar, construir y gestionar la marca de empresas e instituciones

4 weeks
17 Septiembre

Estrategia de Marca

Estrategia de Marca

15 claves para programar el diseño de símbolos y logotipos de alto rendimiento

4 weeks
29 Octubre

Relecturas del Diseño

Relecturas del Diseño

Una inmersión en el discurso sobre el diseño para despejar sus nociones más controvertidas: creatividad, innovación, arte, tecnología, función social...

4 weeks
28 Enero 2019

Branding: Diseñador y Cliente

Branding: Diseñador y Cliente

Tratar con el cliente, hacer presupuestos y planificar las etapas de la creación de una marca

3 weeks
22 Abril 2019

Auditoría de Marca

Auditoría de Marca

Taller de práctica profesional: análisis, diagnóstico y programa de marca sobre casos reales

6 weeks
22 Junio 2019