At the heart of the Douro Valley, one of the world’s most iconic wine regions, emerges a project that elevates winemaking into an art form. The new Lello Douro Red label is both a visual and sensory statement, honoring the unmistakable landscape of the Douro while celebrating the historical legacy of the Lello family and its connection with Sociedade dos Vinhos Borges.

The label’s illustration appears as though painted with delicate watercolor brushstrokes, evoking softness, emotion, and poetry. Although not created with watercolors, its aesthetic is purposefully designed to resemble a hand-painted canvas. This choice reflects the autumnal vineyards of Quinta da Soalheira, the estate that deeply moved Artur Lello in the early 20th century. The encounter with this landscape ignited a passion that would shape the family’s destiny and solidify a winemaking heritage that continues to inspire future generations.

Every element of the design carries symbolic weight. The figure portrayed on the label, contemplatively gazing at the vineyards, represents reverence for the land and the dedication of those who cultivate it. The warm tones of the illustration capture the beauty of the Douro’s seasonal transformation, while the composition conveys a sense of depth, timelessness, and intimacy. Through this imagery, consumers are invited to share in the family’s journey, experiencing each bottle of Lello Douro Red not merely as wine but as a cultural expression.

The visual storytelling extends beyond the label. The photographic narrative supporting the launch integrates tools of the artistic process: brushes, frames, and painted canvases surround the bottle, reinforcing the perception of wine as a work of art. This creative dialogue between art and winemaking elevates the brand, positioning Lello Douro Red as a cultural ambassador of the Douro region. It speaks not only to connoisseurs of fine wine but also to admirers of design, heritage, and craftsmanship.

The result is a label that bridges past and future. It embodies the pioneering vision of Artur Lello, the resilience of the generations that followed, and the richness of a land recognized worldwide for its excellence. More than an identifier, this design moves, inspires, and invites reflection, much like a canvas displayed in a gallery. Lello Douro Red becomes an artistic and emotional experience, an object to be savored, collected, and remembered.