Wines of Chile

Challenge

The Chilean winegrowers’ association Wines of Chile approached DAf for a brand rehaul. They wanted to modernize the brand and make it more appealing to a wider audience while communicating their values of sustainability and origin. Additionally, they needed to refine the color palette and streamline brand usage.

Client	Wines of Chile

Capabilities	Branding

Solution

DAf provided a cohesive brand identity with a strong sense of place. A gradient color palette incorporates the colors of Chile’s wine valleys and varieties, while clean fonts add modernity. We recomposed the logos in both horizontal and vertical formats and in square and circular versions, all with an eye to current digital trends. The most important change was the creation of a monogram for Wines of Chile’s common abbreviation WoC, to ensure brand consistency and identity.

Branding

We drew from the natural greens and purples of Chilean vineyards to define a color gradient and 4 main brand colors. This allows the client to express the range of colors inherent in winemaking in a visually appealing and clean way. In the logo we maintained the graphic of the silhouette of Chile – in horizontal applications it alludes to the Andes mountains that run the length of the country – but repurposed it and applied the new color scheme to create more balanced horizontal and vertical logos. We also designed versions of the logos intended for social media avatars, in square and round formats.

Because Wines of Chile is often written as its shortened form, WoC, DAf wanted to ensure ownership of this abbreviation. We designed a monogram that treats the “o” and the “C” as circular grapes, connecting them with a curved stem. This treatment carries over to the main Wines of Chile logo, where the “o” and “f” feature the stem.

Color Palette

The Wines of Chile color palette is made up of a range of fresh and current colors, which give the brand a renewed look and a more digitized communication feel. The base tones of purple and green were inspired by veraison, the color change seen in grapes during the grape-growing stages.

Logo

The updated logo builds upon its original elements, primarily the isotype that represents the silhouette of Chile in vertical applications and the Andes mountains when horizontal. We modernized it by applying the color palette as a smooth and vibrant gradient. The construction of the Wines of Chile brand is based on abstract circles that give it an organic feel, mixed with sharp, diagonal edges borrowed from the original Marca Chile brand.

Additionally we added a new twist with the “of” now being connected by an organic shape that represents a tendril and a grape. The Spanish version of the logo contains the same graphic codes as the English version, unifying the gesture of the tendril and the grape between Wines and Chile.

Monogram

For the first time in its history, Wines of Chile now has a monogram that summarizes its identity using its initial letters. WoC is based on a suggestion of the shapes of the grape and tendril. As in the principle logo, the monogram is composed of circles, which in this case are repeated in the circles of the O and the C.

Typography

The font for titles and short sentences contains finishing touches with classic hints and varied weights that add premiumness and create a good balance with the contemporary colors. For all longform texts or paragraphs, we chose Avenir Next due to its clean lines and modern feel.

Graphic Resources

We included organic and botanical illustrations as part of the branding toolkit. They enrich the brand with natural details that hint to the scientific knowledge of Wines of Chile’s experts.

Applications

DAf provided examples of how to apply this new branding for maximum impact not only digitally and on paper goods but also on merchandising including wine glasses and less expected items such as shirts, tote bags and hats.

GLOBAL

SANTIAGO

EUROPE

BARCELONA

Chile – Wines of Chile

Wines of Chile – New Image

Challenge

Client

Capabilities

Branding

Solution

Branding

Color Palette

The Wines of Chile color palette is made up of a range of fresh and current colors, which give the brand a renewed look and a more digitized communication feel. The base tones of purple and green were inspired by veraison, the color change seen in grapes during the grape-growing stages.

Logo

Monogram

Typography

The font for titles and short sentences contains finishing touches with classic hints and varied weights that add premiumness and create a good balance with the contemporary colors. For all longform texts or paragraphs, we chose Avenir Next due to its clean lines and modern feel.

Graphic Resources

We included organic and botanical illustrations as part of the branding toolkit. They enrich the brand with natural details that hint to the scientific knowledge of Wines of Chile’s experts.

Applications

DAf provided examples of how to apply this new branding for maximum impact not only digitally and on paper goods but also on merchandising including wine glasses and less expected items such as shirts, tote bags and hats.