Branding
Capítulo 7
Role
Graphic Designer
Time Frame
1 Week
Project Type
Personal
Main Tools
Illustrator & Photoshop
Capítulo 7 & its Context
Capítulo 7 is vineyard in the prestigious Valle de Uco, in Argentina. They are venturing into creating their own wines and as part of a personal project I set out to create their logo and labels.
Bellow I’ll explain my process as well as show some examples of the work I did in this rather hectic week
II.
Logo
The name Capítulo 7 (or chapter 7) is a reference to the 7th chapter in Julio Cortazar’s Magnum Opus “Rayuela” (or “Hopscotch”). Keeping this in mind as well as the breathtaking location of the vineyard a logo was designed.
Typography & Imagotype
Didot was the typeface chosen for the logo for it’s elegance and, especially, it’s literary history. The tilde above the “i” ( an elongated dot very common in the Spanish language) is painted yellow to better pair the written portion of the logo with the pictoric representation of the Andes mountains, the backdrop of the vineyard.
Patterns & Variations
An abstraction of the imagotype was created to form a pattern we could use as supporting imagery for the brand’s identity as well as for the wine bottles.
A gold leaf version was made to help support different formats.
III.
Illustrations
Two different sets of labels were created, one for the premium wines and one for their flagship ones. Handmade drawings were chosen which allude to the idea of a book-like wine, whilst specific colours were assigned to each type of wine to facilitate recognition as well as to improve its collectors appeal.
Because we wanted the brand’s flagship wines to feel accessible regardless of the age of the costumer, a set of rather more playful illustrations were made using as inspiration Cortazar’s 7th chapter of Hopscotch. Drawing of flowers, fishes and faces, putting special emphasis in their eyes and mouths, were first drawn in pencil, then in pen and finally vectorized.
Reserva - The Premium Label
For the Reserva wines a similar style of line drawing of a grape was used, the beating heart of every wine. To identify each variety a selection of monograms were created keeping the font and the colours in mind. This style was favoured as it enhanced the feeling of luxury and selectiveness the premium wines required.
Labels & Their bottles
Capítulo 7 has four varieties of wine present both in the flagship and the Reserva lines. Malbec, Argentina’s wine of choice and the brand’s speciality, Merlot, Pinot Noir and Sauvignon Blanc.
All bottles were given a similar aesthetic so as to have a cohesive look in the wine-cellar:
