Chico Malo is the new Malbec from Finca El Nevado, from Mendoza, Argentina with a young, fresh and challenging personality. With his careless way of walking, he is a bad boy to those who see him coming. No one is safe from his madness, not even himself.
Hard to tame, hard to catch. We wanted to base the identity of this new wine on someone directly related to the winery. That is why instead of thinking of a rude and stereotyped person we think of something real and tangible, the dog of one of the winery’s caretakers.
He has all the attributes of a “bad boy”, he is surly, distrustful, mischievous, and loves to play pranks on strangers. People fear him because he never knows how he is going to act. This is how this brand was born, in honor of Perrin, the winery dog.
On the tag, he can be seen stealing a harvest glove, from which coins drop. These coins are the Harvest Coins, which are awarded to each worker per crate of grapes delivered. This representation seeks to allude to the theft of great loot, but he does it just for fun because he prefers a life of adventure and adrenaline.
Finca El Nevado is an Argentine winery dedicated to the production and marketing of wines that reflect the flavor of the noble land that instilled in them a love for vineyards. The constant search for excellence and the passion for viticulture are essential values that are passed on from generation to generation in this company.
The wineries and vineyards are located at the foot of the Andes Mountains in San Rafael, Mendoza. They are located on the margin of old bathing, on the north bank of the Atuel River. These soils give identity and essence to each of our wines due to the heterogeneous relief they have.
CREDIT
- Agency/Creative: Jacomy Mayne Studio
- Article Title: The New Bad Boy in the Wine Industry – Chico Malo Label Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Argentina
- Agency/Creative City: Mendoza
- Market Region: South America
- Project Deliverables: 3D Modelling, Art Direction, Brand Creation, Brand Identity, Brand Tone of Voice, Branding, Calligraphy, Creative Direction, Design, Graphic Design, Illustration, Label Design, Packaging Design, Type Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: wine, malbec, mendoza, dog, label design, wine design, packaging, luxury, bad boy, jacomy mayne, cabernet, finca el nevado, wineries
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Credits:
Creative Director: Roy Mayne
Account Director: Andy Jacomy
Designer: Roy Mayne
