Chilean wine brand Marques de Casa Concha, owned by Concha y Toro, has had a makeover to refresh its look after 45 years in the market.
Its first brand refresh since 1999, Concha y Toro worked with French design agency and drinks packaging specialist Appartement 103 on the redesign.
Keen for the packaging to reflect the brand’s origin and quality, the new look labels feature a clean and simple monogram and Marques de Casa Concha written in embossed lettering as a marker of the quality of the liquid inside the bottle and to give the wine greater shelf standout.
“From the monogram to the brand wordmark, we created a unique and bold brand panel with a sharper and unique look and feel,” a spokesperson for Appartement 103 said.
The labels also feature chief winemaker Marcelo Papa’s signature to add a personal touch.
“Working with Appartement 103 was a great experience as they managed to capture the essence of our historic brand. In the design of this new packaging, we kept the monogram of Melchor Concha y Toro, as the founder of our vineyard and who inherited the title of Marques de Casa Concha from his ancestors.
“Beyond the noble title alluded to by the brand, the idea was to reposition Marques de Casa Concha as a wine of extraordinary quality that reflects our vocation as a producer of the highest quality in the international market,” said Isabel Guilisasti, VP of fine wines for Concha y Toro.
First launched in 1976, the aim of the Marques de Casa Concha brand has always been to represent and showcase the diversity of Chile’s different terroirs.
Today the brand is formed of 11 wines and is sold in over 100 countries.
