Chilean Elegance in a Bottle: Marques de Casa Concha's Award-Winning Design

Ximena Ureta's Sophisticated Blend of Chilean Culture and Oenology

The inspiration for the design came from Chile's main economic engines: mining and agriculture. Copper, earth, leaves, and fruits intertwine graphically in this oenological piece, representing the excellence, elegance, and character of a great wine. The design's colors—blackberries and black currants, graphite and black tar—chromatically define the visual flavors of the project. The wine itself comes from the best location in Chile for red varieties, showcasing the potential of the renowned terroir of the Alto Maipo Valley.

Etiqueta Negra (Black Label) belongs to the Fine Wine Collection category of the Concha y Toro winery, a top-of-the-line wine within the Marques de Casa Concha portfolio. The objective of the project was to create a more oenological sophisticated blend. The challenge was to design a label and its box in an elegant way, representing all the wine's oenological characteristics, its dark and deep flavor, the unctuous flavors of cherry, cassis or also known as blackcurrant, cedar, blackberry, black tar in addition to a certain presence of graphite. At the same time it had to be strongly linked to the Chilean land, these were the conceptual guides that began to shape this new brand.

The creative complexity of a blend is reflected in the different organic forms that are constantly fused around this packaging, taking over its content, in the label it appears in a subtle way framing the texts. The use of copper color for the brand was born from the need to represent the richness of the Chilean soil, thus merging the mineral and agricultural world, two main sources for the development of this country.

The packaging is magnetized and works in a traditional way, containing a 750 cc wine bottle vertically or horizontally. The box is designed to contain the bottle exactly. This packaging was designed to be sent to different markets, printed with all its finishes, so that it can be assembled anywhere in the world, easily and efficiently.

The design project was undertaken in Santiago de Chile. It conveys the excellence, innovation, elegance and character of a top of the line wine, highlighting all the potential and features of the renowned terroir of the Alto Maipo Valley in Chile. The colors and textures of the label arise from the realization that the main elements that give structure to the flavor and aromas of this wine, blackcurrant, blackberries, black tar and graphite, share subtle hues of black.

The creative challenge consisted in representing the image of a wine belonging to the Fine Wine Collection category of Marqués de Casa Concha (Marques of the Concha House), a top-of-the-line wine within the portfolio of Concha y Toro, recognized as the second most powerful winery in the world by the "The World’s Most Powerful Spirit & Wine Brands" ranking. Concha y Toro is the largest wine company in Chile and Latin America. In addition, it is one of the four most important in the world in terms of volume and the second considering the area of planted vineyards.

The challenge was to present an elegant black color on the packaging, which represented the dark and deep flavors of cherry, black currant, cedar, blackberry and graphite, with strong links with the Chilean soil. The creative complexity of the mix is reflected in the different organic forms that are constantly fused around this package, assuming its content and delicately framing the texts. The use of copper color for the brand also represents the richness of Chilean soil that combines its mineral and agricultural characteristics.

The design was awarded Silver in A' Packaging Design Award in 2019. Silver A' Design Award : Rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.