PROJECT DESCRIPTION
ÉCOLE Vino Mexicano is a Mexican wine brand with product variants in red, white, and rosé wine.
The brand name (École) comes from an unused Mexican colloquialism used as an expression of pleasant surprise or validation, such as "exact" or "wow." We define it as: "an expression that dignifies a moment," moments born surrounding wine.
The brand name establishes the Mexican element in a simple but profound and personal way, as well as expressing a light-hearted and relaxed tone of voice.
For this project, it was essential to establish three principal axes of execution.
1.-Design a visual identification system that would keep it far from the luxury, elaborate, classic and generic aesthetic. We sought to approach a younger and more relaxed audience interested in consuming products perceived as purposeful and unique without being too disruptive, risking compromising an adult audience's perception of quality.
2.- Understand a "Mexican" looking aspect as an identity element from the brand’s narrative and not from a cliché "Mexican" aesthetic.
3.- Wrap the three product variants under the same visual narrative, guaranteeing ease of identification.
SOLUTION
We developed a labeling system under a simple but visually impressive composition logic, where we focused on the brand's name, using it as the focal design point which furthers the general composition of the label.
The label's distribution is understood through contrast in font sizes—and understanding the informative texts bodies as design elements.
We intended to design a label with an editorial and rational-look and feel, by strategically using the understanding of negative space, a suitable distribution, and the limitation in color. Meanwhile, the label is interrupted by a flash of color distinguishing each product's variants, and which it represents a special (colorful) but fleeting (out of focus) moment.
The design is purposeful and unique without being pretentious; it is simple but effortlessly striking. Above all, consistent with our brand's essence: "The perception of wine towards an honest and uncomplicated view, where the only expectation is to dignify moments.”
