Beyond Terroir: Wines in Mexico
Beyond Terroir: Using Mythology and #TactileExperience to Position D.O. Wines in Mexico
We have completed the branding and packaging project for Prado Vega Wine, focused on introducing their D.O. Ribera del Duero and D.O. Rueda wines to the demanding Mexican market.
The objective was clear: to build an identity that transcended the product’s quality and told a unique story to achieve premium positioning.
The Challenge of Narrative and Design
The real challenge was to take the legend of “Prado Vega,” an ancient ocean floor guarded by the “Guardians of the Sea,” and transform it into a distinctive Brand Experience.
Technical Execution for Luxury
To materialize this mythology in a high-end product, we focused on the quality of the packaging:
Visual Impact: We played with illustrations and tonal variations to create an effect of mystery that would capture the customer’s attention on the shelf.
Tactile Experience: We used Avery’s Artisan Blanc Plus paper to give the label a palpable, premium texture.
Luxury and Prestige: We employed the Gold Arch Foil technique to highlight the central logo, underscoring the wine’s exclusive character.
Functional Design: The design incorporates a creative die-cut that maintains elegance without compromising the visibility of the Designation of Origin.
The result is a product that is both a portal to lost history and a clear benchmark of quality in the imported wine market.
CREDIT
- Agency/Creative: hugo zapata
- Article Title: Hugo Zapata Designs Myth-Driven Packaging for Prado Vega Wines
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: sevilla
- Market Region: South America
- Project Deliverables: Label Design, Packaging Design
- Format: Bottle
- Industry: Food/Beverage
- Keywords: wine, winelover, doriberadelduero, dorueda, hugozapatacrea , #Branding #PackagingDesign #DORiberaDelDueroWines #MarketingMexico #BrandExperience #LuxuryDesign #WineMarketing #PradoVega
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Credits:
design and illustration: hugo zapata sánchez
