Unveiling Leyenda: The Iconic Wine of Casillero del Diablo

Exploring the Design and Inspiration Behind the Award-Winning Wine Packaging

Over a century ago, Don Melchor de Concha y Toro safeguarded his finest wines in an exclusive batch. To deter intruders, he propagated a rumor that the Devil himself haunted his private reserve, giving birth to the name: Casillero del Diablo, or the Devil’s Cellar. This legend breathes life into Leyenda, a unique creation that encapsulates the nobility and virtue of this legendary and renowned terroir.

Leyenda, the flagship wine of Casillero del Diablo, is a part of the most emblematic wines of the Concha y Toro vineyard. The roots of Leyenda extend to Pirque, in the heart of the Maipo Valley, where the famous legend of Casillero del Diablo originated over 130 years ago. Here, two-decade-old vines grow on stony soils, yielding high-quality Cabernet Sauvignon grapes every mid-April. These grapes are manually harvested to ensure their total integrity each season.

The label of Leyenda is printed in seven special colors on Starlight of Ritrama, with embossing, high relief, and gold leaf. The packaging, designed to contain a 750 cc wine bottle either vertically or horizontally, is magnetized and can be assembled anywhere in the world, easily and efficiently. The dimensions of the design are 111.30 mm in width and 134 mm in height.

The creative challenge for Leyenda was to visually synthesize the emblematic legend that enshrouds the soul of each of the lines of the wines which make up Casillero del Diablo. This visual interpretation had to represent the history and essence of the Casillero del Diablo brand. The design was to be transversal for several markets in the world, and today, Leyenda Casillero del Diablo can be found in Chile, Brazil, and China.

This design journey, which started in November 2013 in Santiago, Chile, and concluded in December 2014, was not without its challenges. However, the result was a packaging design that won the Silver A' Packaging Design Award in 2019, a testament to its outstanding expertise and innovation. The award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate a remarkable level of excellence and introduce positive feelings, amazement, and wonder.

In conclusion, Leyenda, with its unique design and rich history, stands as a testament to the power of storytelling in design. It is a perfect example of how a well-crafted narrative can be woven into a product, enhancing its appeal and creating a lasting connection with its audience.