Vicius is a limited-edition white wine from the Viña Almirante winery in Galicia, Spain. It has been on the market since 2008. The brief we received invited us to redefine the strategic brand concept, and to redesign its visual identity from zero to finally create a new packaging. The commission was to do this in line with the winery’s positioning linked to the world of emotional exploration.

The proposal we came up with set out to turn the product into a symbol of sexual exploration and freedom. This creative idea led us to question everything, and to dress a white wine in black, flouting the graphic codes of its product category. A colour and finish to which we added the idea of latex, a symbolic material that situated us in the context we were looking for.

To connect further in conceptual terms with the exploration of the human body and desire, we created a collar with a mini whip, a decorative accessory to let the consumer’s imagination run wild. Finally, to highlight the product narrative we present it in a canister that we designed as if it were a costume made to measure for the product, adding hand-fitted rivets to stir the erotic imagination.

The design was complemented with a text in an emotional tone in which Vicius invites reflection about today’s corseted society and the need to free oneself from established dogmas:

”Explore the nooks and crannies of your imagination. Find the reason for unreason, the measure of excess, the pleasure of thinking outside the confines of convention. Human beings: cultivate your curiosity, navigate unexplored regions, discover unknown lands, let yourself be guided by your natural instinct.
Viña Almirante. Cartographers of emotions.”

The brand re-launch and product presentation at specialist fairs and points of sale had a great impact in terms of recognition and sales for the winery.

Production: Limited edition of 3,300 bottles a year. Creation and manufacture of a leather collar and metal decorative features, coloured and printed bottle, production of a canister with matt black satin finish paper and black print, hand-fitted rivets, artisan bottle closure with wax capsule.