Jardin de Macul Wine

Agency: DAf
Designer: Macarena Norambuena
Location: Chile
Project Type: Produced
Client: Cousiño-Macul
Product Launch Location: Chile
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle, Paper
Printing Process: Digital printing, Foil stamping, Selected embossing

Cousiño-Macul approached DAf to create the packaging design for Jardin de Macul, their new icon wine that would speak most intimately of the family and their legacy.

Named for a 50 hectare, 200-year-old park in the family for generations, the challenge was to find a single image to represent the grounds. To investigate, the creative team visited Jardin de Macul, exploring its lagoons, European and Chilean flora, and intricate wrought-iron features such as pergolas, chairs and the garden’s main gate. We also toured the family house, in which there was an original oil painting, created to represent the park in its early days.

What’s Unique?
Rich, textured and full of the romanticism that can only come from a real-life painting, the work was chosen for the packaging design.

In the final design, cut-out corners reflect the idea of a frame and breathe a contemporary feeling into the classic piece. Meanwhile, classic, English-style typography inspired by the garden’s wrought-iron features presents the brand name for the first time.