Wine, like friendship, can bring good luck

Close friends contribute to our personal growth. They also contribute to our personal pleasure, making the music sound sweeter, the wine taste richer, the laughter ring louder because they are there” said the author Judith Viorst. The Dieline team agrees that sharing a glass of wine with friends is one of the life’s pure pleasures, a moment of pure delight.

This feeling of quintessential conviviality was exactly what the Rioja producer wanted to communicate on its bottles and Spanish Agency TSMGO (The Show Must Go On) successfully executed this brief. 

“It is not a wine for the masses, it is a wine destined to be a gift, a detail that the person behind the project wanted to share with his friends. 
The starting point was to fuse the classic with the contemporary, the traditional with the ground-breaking, an aspirational product where the packaging could possibly increase the value of the content. “

The starting point for the branding was the name creation and L’Amitie’ -the French word for friendship- was chosen, an homage to the European Country most associated to wine. 
In terms of iconography, the illustrations of two lucky charms were chosen: a horseshoe and a four-leaved clover. These two images were superimposed to the geometrical drawing of a garnet which aims at highlighting the comparison between friendship and a precious element. 

All these components were added on the balanced and clean label and, as TSMGO explained “We wanted to build an imagery that reflects the union and reunion of two concepts: precious gems and an element to attract good luck”. 

The contrast between the technical lines of the gem and the pencil illustrations of the two lucky charms create a harmonious contrast and well-balanced imagery. 

The label is nicely executed, with a rustic texture which feels very warm and cared for. 

“A wine to give and to value friendship with a packaging designed with a classic French air in which the contrasts update and highlight all the elements.”