Gran Tonel 137

Agency: Argency
Project Type: Produced, Commercial Work
Client: Bodega Toneles
Location: Mendoza, Argentina

Toneles Winery is a place “where wine is not only made but also venerated”. They asked us for a new design on their premium wine series’ labels.

The main objective of both, the winery and the design agency, was to make the labels more attractive for its target audience. To be remembered for its originality and to communicate the brand equity of an argentinian modern winery, that appreciates the classic with a look to the future.

For the design of each label we were inspired by the combination of the ancient and the modern, between the wild aspects of the terroirs and the elegance achieve through the wine. The numbers identifying each wine, the use of different textures and nature elements on the labels’ design, and the passion and elegance which every wine is made with, reflect part of the winery’s own history.

Tonel 137 is the winery’s top wine. Elaborated since 1922, Gran Tonel has been awarded with the Regional Trophy for Best Malbec at the Decanter World Wine Awards 2014. The label was created to cast the passionate and complex character of this wine.