Redesign of Paula: a brand aimed at the On-Trade channel, mainly overseas. The previous image was obsolete. Our work was aimed at adding “content” and making the most of the brand “Paula”. The biggest challenge was depicting terroir and wine origin, while preserving the concept of femininity conveyed by the brand’s name. The proposed solution was to add elements to the vineyard’s scene: an original and peculiar use of color and the inclusion of a subtle female presence intermingled with the vineyards. The result: a modern design aligned with client requirements that preserved high-quality perception. “The new design honors the women of Argentine vitiviniculture with an illustration portraying a woman’s silhouette among the vineyards of Mendoza”, explains Lucía Mallea, Doña Paula Brand Manager.
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