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Co-op Irresistible Carménère

THE CHALLENGE

Carménère is uniquely Chilean, though French in origin, the grape has risen from the ashes and been resurrected as Chiles national grape, it even has its own celebration day, Nov 24th. The brief was simple, to recreate the vibe and feel of the real Chile with all the diversity that brings. We fully immersed ourselves in Chilean culture and through extensive research searched out what the real Chile looks and feels like.

THE SOLUTION

The resulting design was inspired by the Chilean Surrealist movement and uses the medium of collage as a vehicle to bring out the different elements that make up Chile. We incorporated a blend of elements, from the Guitarrón chileno (Chilean guitar) to the Lapageria rosea (national flower of Chile). The intertwining movement within the design and use of colour helps exude Chile’s fun party loving side, which is at the heart of Chilean culture. “Having spent more than two years searching for the perfect Chilean Carménère, it was only right that we complement it with the perfect label. I kicked off the design brief with Equator (perhaps in an unorthodox fashion!) by simply sharing what Chile means to me: the vibrancy, culture, food, music, nature, passion and the togetherness.. and in all honesty, the final design has far exceeded my expectations! There’s something in this design for everyone, whether you’ve been to Chile or not, and I find myself noticing subtle nuances each time I look at it. It really, genuinely does the wine justice – I love it! “ Joseph Turner – Co-op Wine buyer