Hermosillo El Mariachi Wine Serie / Packaging Design Case story

El Mariachi is a new red wine brand that has been produced in the Sonora province of Mexico by Hermosillo Casa Madero.

What are the OBJECTIVES?

To reach a new Target Audiance at the age of 25-35 y.o.

El Mariachi needs to be distinctive and to play in a different space.

El Mariachi needs to stay away from attributes owned by other brands.

El Mariachi needs to refresh the positioning.It needs a strong & unique label design.

ACTIVATION

When IKON BC was given the task of designing the labels for El Mariachi red wine series, we recognized the importance of creating something that really stood out from the existing Mexican wine labels exported to the Californian and New England regions of the United States. The team consciously chose to avoid traditional imagery used in wine label design such as vineyards vistas, regional landscapes, florid fonts etc.

ACTIVATION

The El Mariachi collection is primarily targeted towards young adults, this demographic is becoming of greater importance in the red wine market. Our team wanted to go beyond the conventional labels and create something that has a visual aesthetic of the brand’s emotion and personality. Thus, we decided to use an accompanying neck-hanger element in the form of 3 Mariachi heads, one for each label.

MERLOTaka

Chucho

MALBECaka

Pepe

CABERNET SAUVIGNONaka

Roberto «Heartbreaker»

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