Creative Agency: Biles Hendry
Project Type: Produced, Commercial Work
Packaging Contents: Wine
Changing the view. Boutinot wine Montevista receives an original new look courtesy of Biles Hendry.
Leading UK wine maker and importer Boutinot asked Biles Hendry to rebrand their Montevista range, a selection of Chilean wines comprising a Sauvignon Blanc, Chardonnay, Rosé Sauvignon Blanc, Merlot, Cabernet Sauvignon, and a Carmenère.
The name literally means ‘mountain view’ and the brief was to reinvigorate the range, adding personality and capturing the spirit of Chile.
Anthony Biles, Principal and Creative Director commented: ‘Clichés can create very engaging communication, provided you reinvest in them and make them your own. We didn’t want to avoid the obvious here; the name created an expectation to see a mountain, however we created a twist. In Chile, we concluded that the best view of the Andes is reserved for the majestic condor and for the condor alone. Our label design endeavours to capture this.’
At first glance the name Montevista leads you to seeing a mist covered mountain. As the bottle rotates and more or the background is revealed on the integrated back label, the condor appears and the mountain becomes a detail of the condor’s outstretched wing. The design is a trompe l’oeil: at once the dramatic view of a mountain as seen by a condor, and the condor itself.
The new labels appeared on the Montevista wines in December and are available throughout the UK in wine specialists, restaurants and through online stores, retailing at around £7.