- Brand design
- Package Design
- Brand Identity
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.
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.
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.
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.
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%.
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.
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