Viña San Pedro
Tayú: A portrait of a culture
The task was to come up with a label that would create enough impact to capture new audiences and consumers, dismantling the status quo of the wines available in the market.
The year was 2015 and Viña San Pedro, one of Chile's most ancient vineyards, started a social project initiative in Malleco, in the south.
"Proyecto Buchahueico" seeks to offer support to young people from Mapuche indigenous communities who are forced to migrate to larger cities looking for a job. The proposal that emerged as a solution to this problem involved incorporating the Mapuche indigenous community living in the region into the wine production process and crafting a unique Pinot noir by means of collaborative work. The result of this union is Tayú (a word meaning "our" in Mapudungun, Mapuches' indigenous language), a sub-brand of the 1865 line by Viña San Pedro (VSPT).
The artwork needed to convey the specific features regarding the soil, the climate and, most particularly, its people. The greatest challenge was creating a label that would embody not only the essence of the community, but also the Mapuche legacy and their close bond to the earth. Also, the Mapuche community had to see themselves as part of this wine when looking at its label, since this project was not about business strategies.
Our proposal went along the lines of a face that would represent the entire Mapuche indigenous community at Buchahueico. Because this face had to be especially unique, we created one using facial features from hundreds of people in their community. The result is breath-taking: a fully expressive set of eyes and a face so unique that it successfully represents everyone's singular identity.
Additionally, design and technical resources were used to enhance the perception of value, which is why the art work has been achieved through a hyper-realistic drawing style. In the cheekbone area, the expression lines outline a vineyard. The embossed pattern describes the trarilonco, a typical Mapuche headband symbolising thought and the religious bond between individuals and supreme beings. Both Bodega San Pedro and the community are very pleased with the result of their work and with the fact that Tayú's label conveys identity and respect for both the birth of and the care for our earth.
As a complement to the original project involving the vineyard, a percentage of the professional fees we were given for label development were donated to the community, as part of the CSR initiatives introduced by our agency. "Developing Tayú for VSPT Wine Group has been one of the most rewarding challenges we have come across in the history of our agency. The project itself (regardless of the design) is absolutely magnificent, in the sense that we get to offer support to a Mapuche indigenous community in southern Chile so that their youth no longer needs to leave their land and, in turn, can stay and tend the vineyards with the type of love and care that only they know how to give, just as if they were tending their own garden at home. That is the same care and respect that prompted us to create a face that would reflect each and every one of them. For us, both the project and the resulting artwork are very special. This project simply strengthens a business relationship that transcends its own description by creating active engagement with the people at VSPT and YG, who now share a goal of not only rendering select designs and products, but also doing our bit for a better world."
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