Project
Desierto Florido
During my time at Viña Requingua, I developed a conceptual proposal for a wine line targeting the Asian market. The challenge was to create an identity that highlighted unique and recognizable elements of Chile, differentiating from competitors in a market where multiple Chilean wineries compete.
The Idea
I created the name “Desierto Florido” (Flowering Desert) inspired by Chile’s unique natural phenomenon that occurs in the northern region of the country. Although Viña Requingua doesn’t have vineyards in that area, the concept aimed to connect the brand with an internationally recognizable Chilean symbol, beyond traditional
wine world references.
The delicacy of the desert flowers served as a visual element to convey refinement and exclusivity, key concepts for the Asian market.
Client
VIÑA REQUINGUA
Work
Naming, visual concept, and label design
My Role
My Approach & Contributions
I developed a visual system where each varietal was associated with a different color, inspired by the chromatic palette of the Desierto Florido. The design sought to balance Chilean identity elements with a contemporary, sophisticated aesthetic that would resonate with Asian consumers.
The proposal included delicate floral illustrations that evoked the natural phenomenon, creating a unique visual narrative that differentiated the line from more conventional Chilean wine references (valleys, mountains, vineyards).
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