Chile – Odfjell Vineyards

Packaging and Brand Architecture

Challenge

DAf responded to a request to create new packaging for three of Odfjell Vineyard’s wines. The design needed to reflect Odfjell’s biodynamic and organic principles and give the wines a more premium look and feel.

Happy with the result of this first project, Odfjell returned with a request to redesign the packaging for the Capítulo line. The new labels needed to maintain a maritime feel and specific design elements while providing a modern update. Additionally, they needed to make sense in context with the first set of redesigned packaging.
Client
Odfjell Vineyards
Capabilities
Packaging
Brand architecture
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Solution

For the initial request, DAf created designs from original high-detail, close-up photography to establish a distinct personality for each wine while maintaining a cohesive style to clearly position all three under the Odfjell brand.

DAf proposed a more holistic approach to the second request: to define overall brand architecture first, in order to offer a new design that would be in line with our previous work and a roadmap for any future changes. Once the brand architecture was chosen, DAf created new packaging for the three varieties of the Capítulo line.

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Packaging

The original redesign drew inspiration from the natural riches that make each wine unique. Orzada’s premium credentials were expressed with silver foil, soft gray and greenish-blue hues to represent water, inspired by a photograph of dynamization vortex, a biodynamic process used to fertilize the vines. For Armador, the vineyard’s best-selling wine, inspiration was taken from the element of Earth and the label was designed with a color palette of russet and copper foil. Finally, the design for Aliara – a blend and the most exclusive of the wines – reflects fire through gold foil and charcoal-black tones.

For Capítulo, DAf created more streamlined labels by removing text and better developing their visual components. As a nod to the vineyard owner’s background in the shipping industry, a maritime image for each variety was preserved and made bigger and more central to the labels. Background details were added to these images to give them more life. A new, more modern color palette was developed, using blue-green and gray tones to maintain the fresh, ocean feel. The color of the label paper was also updated to one with more blue tones than yellow. The Odfjell horse logo was included in silver foil to maintain a solid brand identity and to add balance, as it is the metallic counterpart to the gray image details while the blue bottle foils combine with the main image color.
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Brand architecture

Based on Odfjell’s line-up and best practices in the industry, DAf proposed three potential brand architecture models. A sub branded/hybrid model was chosen, maintaining the icon wine’s name of Odfjell and redesigning Capítulo to be sub branded.
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