A Fusion of Origins
Casillero del Diablo
In Mexico, wine origin has become a powerful driver of aspiration, pride, and premium value. With wine of Mexican origin as shoppers first choice, Casillero del Diablo saw the opportunity to move beyond the Chilean shelf and create something made specifically for this market. DAf identified that this could not be treated as an in-and-out edition, but as a true homage to Mexico, carrying the trust and recognition of Casillero del Diablo while discovering and embracing the emotional power of Mexican origin.
A tribute born from opportunity
The campaign extended the idea into a cinematic visual language that showed the mix of worlds without feeling generic or overly digital. With a more real and atmospheric look and feel, the video brought together origin, craft, and legend in a way that felt premium, cultural, and emotionally resonant.
Bringing together origin and craft
The product itself became the foundation of the story: a 50/50 blend between Mexico and Chile, bringing together the character of Valle de Guadalupe and Maule. This fusion allowed the brand to express the best of both worlds, Mexican passion and Chilean legend, in a wine that felt locally relevant while remaining unmistakably Casillero del Diablo. The challenge was to differentiate the launch within a competitive premium set, giving the bottle a strong cultural point of view and a reason to stand apart.
Two origins, one product
To bring this fusion to life, we drew inspiration from Mexican Talavera, using its classic cobalt blue, handcrafted tile references, gold flashes, and hand-painted details to create a premium visual identity. The packaging communicates the blend of both cultures with elegance and shelf impact, honoring Mexican craft while preserving the power of the Casillero del Diablo universe. The result is a visual system that feels distinctive, meaningful, and rooted in place. Built to dazzle across shelf and screen, Casillero del Diablo Mexico becomes more than a new label: it is a bold tribute to Mexico, powered by the strength of the Chilean legend.