Redesigning a volcanic brand
Vinarchy
Australian group Accolade Wines asked DAf to create new packaging designs for their Anakena range, and devise a fresh brand strategy, naming, storytelling and creative for the line. The challenge was to discover a way to unite Alto Cachapoal in central Chile, for the terroir of their wine with the Easter island birdman that graces their label. Their end goal was to increase distribution to build the brand in the US, Canada, Latin America, Japan, Korea and China, and relaunch completely in Europe.
Uniting two worlds through wine
We researched and brainstormed to find the nexus between Alto Cachapoal and Easter Island, arriving at their volcanic origin. From there, we were able to differentiate the brand through powerful imagery and the strength of volcanoes, using terroir as the foundation for packaging design and storytelling.
Finding a shared origin
We researched and brainstormed to find the nexus between Alto Cachapoal and Easter Island, arriving at their volcanic origin. From there, we were able to differentiate the brand through powerful imagery and the strength of volcanoes, using terroir as the foundation for packaging design and storytelling.
Finding a shared origin
To pull millennials into the tale, we leveraged that stop-at-nothing attitude of the brand. We also designed six new wine labels using the volcanic color palette, jagged silhouettes of the Andes and in some places gold foil, always alluding to the fiery origins, using namings from indigenous Chilean languages, and under the creative phrase “Profound Wine Grown from Chile’s Volcanic Soils.”
