Challenge

After 40 years in the market, Marques de Casa Concha was due for a brand redesign. The challenge here was to refresh a traditional brand without losing its classic elements, hoisting it up to current standards of premium wines and bringing forth the “Inspired by our origin” tagline.

For this project, we work alongside the client focusing on the fine-tuning of the new label and printing consulting. Afterward, we planned and executed the new label release campaign.

Our Approach

We created a campaign that involved two stages: the first one centered on highlighting the line’s iconic wine, the Cabernet Sauvignon from Maipo Valley, fully focused on launching the new image. The second one, "Our Noble Origins", would be devoted to unveiling and positioning the different appellations of origins where some of the varieties came from.

We wanted each piece to communicate the origin of the wines, so we took that as our guiding principle. In order to create a cohesive new image, the redesign involved new communication elements as well as a new website that underscored the importance of the terroir.

The Result

A successful, modern yet elegant international relaunch that covered everything from the wines’ labels to key visuals, website, and marketing strategy. The essence of the brand remained untouched, but with an updated look and game plan.