Piernas Largas: Disruptive Wine Bottles Redefine Chilean Mixology

Ian Wallace’s playful packaging brings youthful energy to wine culture

The Piernas Largas collection stands out in the world of wine packaging by transforming each bottle into a character, reflecting moments and personalities familiar to young Chileans. The four distinct designs—Coqueton, Wine Not, Pierna Pelua, and Pierna Pela—each tell a playful story. Coqueton, inspired by a leopard, embodies seduction and flirtation, while Wine Not encourages freedom and self-love, challenging social prejudices. Pierna Pelua references the vibrant hippie culture, and Pierna Pela evokes laughter and spontaneity among friends. This narrative-driven approach not only distinguishes the bottles visually but also invites consumers to connect with the product on a personal level.

Ian Wallace’s design leverages high-quality P10 conical corona bottles, each with a 750 ml capacity and robust heat-shrinkable labeling that withstands refrigeration. The technical specifications—300 mm height, 92.5 mm maximum diameter, and a weight of 710 g—ensure both practicality and a premium feel. The durable packaging supports the lively graphics, making each bottle a centerpiece at gatherings and celebrations.

Research for Piernas Largas involved targeted brand strategy sessions and interviews with both alcohol consumers and non-consumers, focusing on the preferences and experiences of millennials. Insights from these sessions informed the creative process, resulting in a product that resonates with its audience and encourages social interaction. The design aims to foster loyalty among young wine drinkers by offering a fresh, engaging alternative to traditional wine branding.

Developing a new wine brand in Chile—a country renowned for its grapes—posed significant challenges. The project sought to break away from conventional wine aesthetics, opting instead for vibrant, youthful, and humorous concepts that spark conversation. By embodying the energy and diversity of contemporary Chilean culture, Piernas Largas successfully reimagines wine as a source of joy and connection.

Piernas Largas has been recognized with a Bronze A' Packaging Design Award in 2025, celebrating its creative ingenuity and contribution to lifestyle design. The collection not only elevates the art of wine packaging but also enhances the social experience, making every bottle an invitation to celebrate individuality and togetherness.

Piernas Largas exemplifies how thoughtful design can transform everyday products into cultural statements. By merging playful storytelling with technical excellence, Ian Wallace’s creation invites a new generation to enjoy wine in a way that is both meaningful and memorable.