Castille Juan Navarro - Canción
This is a branding project for a new wine called Canción made by the Castillo Juan Navarro vineyard in the La Mancha region of Spain. The goal was to have a United States release of the new line appealing to contemporary culture while still maintaining some of the vineyard’s rich heritage. Some marketing research was necessary in order to figure out the competitors, target audience, and how to establish the brand from there. Three different concepts were developed ranging from traditional to modern. We redesigned the vineyard logo as well as the new logo for the Canción wine line. Three different bottle concepts were developed ranging from traditional to modern. The chosen concept is based off of Tom Merello’s painting style and Spanish architecture to communicate authenticity, family heritage, quality vines, and ambition. We hand painted these illustrations.