![Tinto](https://a-us.storyblok.com/f/1001602/6240x3456/5b0755cf55/3-la-posta.jpg/m/2048x1536/filters:focal(3162x2030:3163x2031):format(jpeg):quality(98))
- Brand design
- Packaging
- Package Design
- Brand Identity
- Illustration
La Posta is a brand of single-vineyard wines founded in 2002 by small-family growers from Mendoza, Argentina. Composed of five flagship wines, each bottle is named after the family that crafted them. Canales & Co. was tapped to rebrand the La Posta wine family in an effort to boost sales.
The original labels lacked a premium aesthetic and distinction from one another.
Though the labels may have been lackluster, appreciation for La Posta’s quality wine was a consistent theme from consumer feedback. But too often customers couldn’t recall which one they bought last. If they had a favorite they couldn't remember which one it was because the labels were so similar. La Posta was branding their wines well as a family, but missing an opportunity to make each wine more memorable.
![old labels](https://a-us.storyblok.com/f/1001602/1500x1689/076810a9bb/press-30-_laposta-pizzellafamily-07.png/m/1536x0/smart/filters:format(png):quality(98))
A common vine was found with European roots.
It was important to start with a common bond amongst the families and the brand. Argentina, with strong European and Italian roots, was a common thread. Regal European typography and design schemes started to inspire our thinking and would define the characteristics for a brand that announced itself as premium, memorable, and unique to each vineyard.
![dinner table](https://a-us.storyblok.com/f/1001602/1186x754/bc6d469be9/la_posta_pizzella_1600x754-2.jpg/m/1536x0/smart/filters:format(jpeg):quality(98))
![Work in Progress](https://a-us.storyblok.com/f/1001602/4720x2106/26b13bcdff/wip.png/m/2048x0/smart/filters:format(png):quality(98))
Clear brand recognition across varietals was important, so we defined some consistent design elements and printing techniques. A redesigned logo, with consistent size and placement on every label was key. Decorative modern vines embossed in gold foil served as a stunning framing device with a premium touch. Similar banners and typefaces presented familiar variations throughout the family. Unique die-cuts and colors for each label became memorable factors to distinguish each varietal and gave strong impressions on the shelf.
![after](https://a-us.storyblok.com/f/1001602/6382x3840/4ecd423541/laposta-on-white.png/m/2048x0/smart/filters:format(png):quality(98))
Giving the families a way to share about their vineyards was important.
Each family vineyard has a rich history so we used illustrations to help tell a piece of their story. Whether it was an old Model A or the family dinner table, these features were unique to each brand. The back labels revealed these stories in more detail, providing a canvas for the growers to add their personal touch to each package.
![back label](https://a-us.storyblok.com/f/1001602/800x769/0dd6667580/la_posta_paulucci_back_800x769.jpg/m/1536x0/smart/filters:format(jpeg):quality(98))
![bottles](https://a-us.storyblok.com/f/1001602/1600x2115/7ea1a77855/la_posta_bottle_lineup_bright_1600x2453.jpg/m/2048x0/filters:focal(786x1396:787x1397):format(jpeg):quality(98))
![postcards](https://a-us.storyblok.com/f/1001602/1600x658/7c4173f9c1/laposta_postcards-copy.png/m/2048x0/smart/filters:format(png):quality(98))
Proper pruning yields results.
The consumer packaged goods category is one place where people really do judge a book by its cover. Customers want to relate with a brand, and stories with memorable design help to make a connection. In La Posta’s case, their product was already great. By enhancing their shelf presentation they were able to see a tangible difference through the rebranding effort. Measuring sales 24 months prior to the rebrand vs. 24 months after, there was a sustained lift in sales by 19%.
111999%
Sales Increase
Post Rebrand
![Pizzella](https://a-us.storyblok.com/f/1001602/800x519/f9ad37037c/la_posta_pizzella_800x519.jpg/m/2048x0/smart/filters:format(jpeg):quality(98))
![cork](https://a-us.storyblok.com/f/1001602/800x769/aec71d2914/la_posta_bottlecork_800x769.jpg/m/1024x0/smart/filters:format(jpeg):quality(98))
![back label](https://a-us.storyblok.com/f/1001602/800x519/3295d41318/la_posta_pizzella_2_800x519.jpg/m/1024x0/smart/filters:format(jpeg):quality(98))
![topper](https://a-us.storyblok.com/f/1001602/800x769/1832de86a3/la_posta_bottletop_800x769.jpg/m/1024x0/smart/filters:format(jpeg):quality(98))
![Poster](https://a-us.storyblok.com/f/1001602/800x519/d971afc9e0/la_posta_poster_800x519.jpg/m/2048x0/smart/filters:format(jpeg):quality(98))
![Laura Catena](https://a-us.storyblok.com/f/1001602/1199x800/246d5878d7/gallery2_1436563410.jpg/m/376x348/filters:focal(666x355:667x356):format(jpeg):quality(98))
The real people of La Posta, the growers, invite you to share the adventure, escapism and romance of Argentina in a fresh and modern way.
![wine grower](https://a-us.storyblok.com/f/1001602/1920x1918/203d3d025d/screen-shot-2023-07-24-at-2-24-22-pm.png/m/1024x0/smart/filters:format(png):quality(98))
![Wine Grower](https://a-us.storyblok.com/f/1001602/1258x1696/c6f09e165f/screen-shot-2023-07-24-at-2-24-32-pm.png/m/1024x0/smart/filters:format(png):quality(98))
![Wine grower](https://a-us.storyblok.com/f/1001602/800x769/4b99f0ae11/la_posta_paulucci_2_800x1059.jpg/m/1024x0/smart/filters:format(jpeg):quality(98))
![Vineyard](https://a-us.storyblok.com/f/1001602/2578x1690/3938137619/screen-shot-2023-07-24-at-1-19-09-pm.png/m/2048x1536/smart/filters:format(png):quality(98))
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