LASCALA by EDUARDO DEL FRAILE for VIVANZA

LASCALA

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Industry Wine & Champagne
Media Design & Branding
Market Spain
Agency EDUARDO DEL FRAILE
Designer Eduardo Del Fraile, Manuel Quilez
Released January 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: VIVANZA
Product/Service: WINES
Agency: EDUARDO DEL FRAILE
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: EDUARDO DEL FRAILE, Murcia, SPAIN
Creative Director: Eduardo del Fraile (Eduardo del Fraile)
Designer: Eduardo del Fraile (Eduardo del Fraile)
Designer: Manuel Quilez (Eduardo del Fraile)
Media placement: Bottle - supermarket - 4 months to date

Describe the challenges and key objectives
We decided to merge the Western and Eastern cultures.

Describe the brief from the client
A long-standing Spanish winemaker wanted to enter the Chinese market. This process had to be as harmonic as possible. French wines, which are the most popular in China, usually choose to keep their identity 100%, showing their authenticity.

Describe how you arrived at the final design
LASCALA is what the Chinese call the theatre. A face painted all over imitating a theatre mask with Eastern eyes represents China, and the merger is represented by 'LA PEINETA' (the ornamental comb) Rosé Wine, 'EL ABANICO' (the hand fan) White Wine, 'La BAILAORA DE FLAMENCO' (the Flamenco dancer) Red Wine. Products that are not originally manufactured in China cannot bear Chinese writing on the front packaging. The typography used is pending from a vertical axis, like the former Chinese alphabet.

Give some indication of how successful the outcome was in the market
The respect that the product represents towards the Chinese culture and the miscellany with the Spaniard was the whole success, the red wine has been most sold of the brand, however the acceptance of the image in the target of the white wine and the rosé wines have also had a great acceptance in the market and public The Lascala, at present and a few months before inaugurating the new mark on the Asian market, it's begining the process to sell in Japan with this new concept adapted to his culture.