Concha y Toro | Chile | Packaging Design
Casillero del Diablo challenged us to elevate wine to a level of luxury that could compete with premium spirits in the travel retail segment. This project wasn’t just about designing a new label but about creating a strategic concept that captured exclusivity and sophistication.
The design featured vintage maps outlining the world’s top wine regions, with the brand’s iconic Diablo subtly hidden for discovery. Luxury elements, inspired by the world of spirits, included intricate stamped details, collectible metal medallions, and drop-stop collars that were both functional and elegant.
A visual proposal that combined storytelling, design, and luxury to strengthen Casillero del Diablo’s presence in the competitive travel retail segment.
As Diego Baeza, Global Director of Travel Retail & Duty Free, said:
“For the first time, we’ve created something exclusively for travelers, something original with a story and exceptional quality.”
Collaborators: Photography by Diestro.estudio