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El Mariachi Collection



Designed by IKON BC.
Country: Russia / USA / UK
Creative and art director: Eugene Kuprienko
Designers: Steve Simpson, Eugene Kuprienko, Anatoly Ivanov
Illustrator: Steve Simpson
Photography: Vasily Fetisov (FAME Studio)
Project director: Dave Nichols
Papercraft keylines: Eugene Kuprienko

IKON BC has teamed up with the Mexican winemakers from the Sonora province. For this project we collaborated with talented illustrator, Steve Simpson.

When IKON BC was given the task of designing the labels for El Mariachi red wine series, we recognized the importance of creating something that really stood out from the existing Mexican wine labels exported to the Californian and New England regions of the United States. The team consciously chose to avoid traditional imagery used in wine label design such as vineyards vistas, regional landscapes, florid fonts etc.

The El Mariachi collection is primarily targeted towards young adults, this demographic is becoming of greater importance in the red wine market. Our team wanted to go beyond the conventional labels and create something that has a visual aesthetic of the brand's emotion and personality. Thus, we decided to use an accompanying neck-hanger element in the form of 3 Mariachi heads, one for each label.

We can proudly say that the El Mariachi series is the first wine that never loses its head, literally. Thanks to neck-hangers each wine in the collection has it's own personality and even a name. The three mariachi brothers: Roberto, Chucho and Pepe, will spice up every soiree and party in a Mexican way.









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