Monday, August 3, 2009

Case studies on PACKAGE DESIGN

Puelles is a traditional family run winery located in the Rioja region with a strong winemaking tradition. The Puelles family estate produces wines with the utmost care and attention combining tradition with innovation.


"The mix of tradition and innovation was not reflected in the brand and its packaging had become dated and did not reflect the real spirit of the Puelles wines today. The aim of the project was to create a modern brand and increase the awareness and perceived quality of the Puelles wines, both on a national as well as an international level."


The use of a interpretation of a key element of the Puelles heritage; a 17th century stone wheel from the original mill of the winery helps to represent the new spirit of the brand; creating a more contemporary language which also serves to unify the different wines and vintages.

Within the Puelles range they have also designed the wine labels for the organic brand and the Zenus (author wines), which are exported to the United States.

Zenus is an “author’s wine” produced in small quantities and especially designed by the winery’s specialist and owner, Jesus Puelles. His signature has a main prominence within the label in order to highlight the unique personality of this exclusive wine.

For the organic wine The Brand Union combined the usage of a green pallet with the idea of a limited area of land in order to represent representation of the essence of this eco-friendly product.

The refreshment of the wine labels and packaging was conceived in order to create a profound impact on the Puelles winery brand image.

The creative result combined a strategic approach with a renewed aesthetic sensitivity. They have achieved an ownable and recognizable brand language that covers not only the label as well as the crates and rest of the packaging. The colour palette also contributes to communicate elegance and tradition through a rich range of colours related to the spirit of the different grapes and wines.

A key issue of the project was to include in the new design some element of the estate, but with an artistic angle. So the challenge was to find something typical from the Puelles estate which at the same time could inspire an artistic approach, communicating the Puelles winemaking heritage in a simple and direct way.

With this new identity the Puelles wineries will be able to better face the future challenges of the marketplace.


The Brand Union have created a strong and contemporary brand for Puelles which is predominantly reflected in the unified product range adapted to the tendencies of both the old and the new world of wines.

  • Similar case studies i researched:

Cecchetti Wine Company

The Redtree brand was initially introduced to the market in March 2007 prior to Cecchetti Wine Company working with CF Napa. While the price point of $10-15 was received enthusiastically by the trade, sales began to decline rapidly. The feedback was that the packaging was too dark and ominous.

Previous design

New label design

The simple red and cream design is brighter, fresher and makes use of a modern vertically orientated label that features an iconic oak tree for easy consumer recognition and recall. Embossing and a textured, toothy paper help reinforce the brand’s natural goodness, while all varietal specific information is located on a separate red strip at the base of the bottle for ease of shopping.

Marketplace Results

In the first half of 2008, 48,000 cases were sold—already double the total amount of cases sold during the previous years’ launch.


Perrier has one of the richest legacies in the beverage world. It has a unique status as both a mineral water and soft drink thanks to its powerful bubbles.


1) Revamp the “glass” range. It is recommended, a higher quality of presentation for products sold individually (glass bottles): more minimalism and use of sophisticated materials (metallization) and graphics (label and stickers).

2) Create a high-end brand identity and universe with modern versions on the fundamentals: the source, monogram, colors… all the elements used for communication channels other than the mass media.

3) Develop a range of plastic bottles to meet the expectations of new younger and more mobile consumers, and give the brand a new face. Including 50cl and 1l bottles, the new range is in keeping with the Perrier codes but reinterprets them in a register that is specific to the material used: bottles in the shape of rockets, powerful and ultra modern graphics.

All cases represent the modernising/updated beverage packaging and design, to achieve the products successful end result.



  1. Hmmmm... makes me want to drink aha ah very well researched.

  2. Great post. Excellent examples provided. I particularly liked the Spanish wine labels and the background info on those designs.