El Jefe: The choice. The search: A group of friends from all over the world join Spanish wine-growers to find the best vineyards in high hills near the Mediterranean.
The challenge: To produce an intense, vivid and aromatic wine. Full of energy and exciting flavour. The achievement: Red fruits aroma and notes of spice. Hint of sweetness, depth and persistence in the mouth. “El Jefe” is a wine bottled and distributed by Muriel Wines from Spain.
Its design reminds us of the police investigation noticeboard from middle century. “El Jefe” (The boss), with his face hidden behind a post-it, leaves us his identity without disclose. A design that invites the consumer to investigate and dive into their path. Maps, photographs and annotations give us clues to understand how this remarkable wine was created.
The Winery says about itself: “There is a place where the sun illuminates a thousand different landscapes. Where each vineyard is unique and each new day, a celebration. There is a country with an exciting way to celebrate life: with wine. Muriel Wines introduces you to Spain. A unique selection from different backgrounds, tastes, styles and grape varieties. A collection of authentic wines, produced for a cosmopolitan consumer. A wine with a character full of soul, passion and pleasure. The confirmation that in Spain there is always much to discover and enjoy. Welcome to the place of life and delight.”
- Agency/Creative: Moruba
- Article Title: El Jefe Wine Packaging Design by Moruba
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Spain
- Market Region: Global
- Project Deliverables: Brand Architecture, Brand Experience, Brand Guidelines, Brand Strategy, Branding, Graphic Design, Illustration, Packaging Design, Product Architecture, Research
- Format: Bottle
- Substrate: Glass Bottle, Pulp Paper