by Theresa Christine Johnson on 11/10/2016 | 3 Minute Read
Wine made by poets. Imaginarte developed the packaging for this wine from Eloi Lorenzo Winery, which comes with the exact location coordinates of the vineyard on the label.
“Nowadays there are too many wines made by oenologists. What’s scarce is wine made by poets. This one is. It’s a Ribeiro that has its own production philosophy, it’s far removed from the excessively industrialised mass produced wines. When making it, a lot has to do with the magic of the environment, and nature’s capacity to help out with the work. It’s all about vineyards that are detached from the hustle and bustle of daily life. With the charm that only seclusion has. That of being unique.”
“The vineyards that grow the grapes used to make Lonxe are cut off from civilization, somewhere whose magic has a great deal to do with the personality of this wine. In a world in which the distances are shortened, and perhaps the key to success of this Imaginarte project for the Eloi Lorenzo Winery is precisely that everything related to Lonxe is far away. A simple, distinct, catchy word that says a lot about the winery’s philosophy.”
“The agency has created the label using the ‘faraway’ concept to come up with a brand that is only seen from a distance. Using an Op-art puzzle, and only if you move away from the bottle, can you see the exact location coordinates of the vineyard: 42º19’02’’N 08º00’41’’E, another one of the attributes that make this wine unique.”
Not only does the geolocation appear on the label, but the bottle number is written on it as well, making each consumer feel like their bottle of wine is extra special. What looks like a poem is written on the front which emphasizes the beauty and creativity involved in winemaking. Faint lines on the label look like the borders on a map, driving home the idea of location and place.
Designed by: Imaginarte
Advertiser: Bodega Eloi Lorenzo
Accounts executive: Miki Tono
Strategic Director: Lucía de la Vega
Executive Creative Director: Antonio Piñero
Creative Director: Víctor Izquierdo
Art Director: Víctor Izquierdo
Copy: Ignacio Macho
Photography: José Campello
Client: Eloi Lorenzo Winery