Crianzas y Viñedos R. Reverte wine producer asked our agency to create packaging that would reflect the ingenuity and delicacy of its Garnacha Centenaria wine. We suggested a bold decision for the conservative category of premium wines.
The idea was to move the bottle front from the labels to the gap between them, placing the wine trademark not on the paper label as it's usually done, but to use the contra form between the labels.
“We tend to see the most obvious things, neglecting the essence. We choose wine looking at its bottle and label. Oursimple and straightforward metaphor moves the focus of the consumers’ attention from the label ‘form’ to the bottle ‘content’. However… Who said that the form in this case don't need to be perfect?” — says Depot WPF’s senior art director Alexandr Zagorsky.
Both labels are decorated with illustrations copying medieval engravings. They tell us the story of Sir Galahad, who was a knight of the Round Table chosen to undertake the Quest for the Holy Grail. This legend remains the symbol of search for the truth up to this day.
Classic illustration and calligraphy outline the traditions of Crianzas y Viñedos R. Reverte winery, handed down from generation to generation. And of course the illustrations hint that trying this fine and rare wine has much in common with beholding the Grail.
Creative director: Alexey Fadeev
Art director: Alexandr Zagorsky
Illustrator: Vadim Briksin
Calligrapher: Julia Zhdanova
Designer: Alexandr Kishchenko
Project manager: Ekaterina Lavrova
Export responsible: Gabriel Ruiz Lopez