Vintae Design & Branding SPANISH WHITE GUERRILLA by Moruba

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SPANISH WHITE GUERRILLA

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Industry Wine & Champagne
Media Design & Branding
Market Spain
Agency Moruba
Designer Daniel Morales
Released May 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: VINTAE
Product/Service: WINE
Agency: MORUBA
Date of First Appearance: May 9 2010
Entrant Company: MORUBA, Logroño, SPAIN
Cretaive Director/Designer: Daniel Morales (Moruba)
Creative Director/Designer: Javier Euba (Moruba)
Ilustrator: Alejandro Mingarro (Brosmind Studio)
Ilustrator: Juan Mingarro (Brosmind Studio)
Media placement: Bottles - Supermarkets - 9/05/2010

Describe the brief from the client
SWG is a collection of eight single-varietal wines produced with the world's most prestigious white grape varieties, namely Albariño, Gewurztraminer, Riesling, Sauvignon Blanc, Verdejo, Chardonnay and Viognier, for the first time ever in the La Rioja.
The project in itself is revolutionary, and this was the message to be conveyed by creating a family of revolutionary guerrillas, all clearly from the same place. Targeted at an audience that simply enjoys the pleasure of drinking wine, this fun family of guerrillas has quickly made a name for itself with people finding it impossible to buy just one bottle.

Describe the challenges and key objectives
The main challenge is to be a collection of very special wines, to gain notoriety in no time, and for consumers to see that we are a family business.

Describe how you arrived at the final design
The concept of Guerrilla and revolution is not an easy one to apply to a label featuring a soldier; the graphic design needs to be carefully considered. Photo or illustration? Illustration. The type of illustration and the designer involved were key factors. This is a product for adults, so the drawing had to be interesting yet light-hearted. Moustaches, kerchiefs and hairstyles, to give another deeper meaning to the illustration, enrich the label when viewed closer up.
The label design maintains typical elements such as the white border and the gold stamping, to prevent it from turning into a cartoon.

Give some indication of how successful the outcome was in the market
This ground-breaking project, being the first to produce single-varietal wines with these grape varieties in the La Rioja, has had a tremendous impact in the region, and has managed to improve our client's brand. The product design has generated high sales, and speciality shops and restaurants are putting it on show in their windows. With so many types to choose from, people generally always buy two or three bottles and it has become a topic of conversation and a must-have item. These labels have even been featured on the cover of OnDiseño, the most prestigious architecture magazine in Spain.