CONCHA Y TORO
New brand development
Diablo is a brand new pisco brand developed exclusively for the Chilean market. Facing a traditional category, Concha Y Toro Group challenged us to bring disruption with relevance, appealing to a new generation of drinkers.
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CONCHA Y TORO
New brand development
Concha Y Toro has partnered with our team to expand its portfolio by introducing a premium Pisco into the Chilean market. This NPD marks the group's entry into the world of spirits, an entirely new category of operation since its foundation in 1883.
With the objective to shake a fairly traditional category and appeal to younger consumers, the agency developed a bespoke bottle, brand identity as well as secondary packaging and key visuals, inspired by one of their flagship wine brands "Diablo" and the mystical world of the Devil.
The bespoke bottle captures this spirit through its sharp lines and well-defined shoulders that playfully resemble the Devil's horns.
Enhancing brand recognition and shelf impact, the Devil's face icon has been designed on a crafted red stone. The boldness of this accessory contrasted with the overall presentation ensures purity and elegance, allowing the golden liquid to shine.
Widely available across the country, the newly launched brand has exceeded expectations and sold over 144.000 bottles in the first few months in Chile alone.
New brand development
Concha Y Toro has partnered with our team to expand its portfolio by introducing a premium Pisco into the Chilean market. This NPD marks the group's entry into the world of spirits, an entirely new category of operation since its foundation in 1883.
With the objective to shake a fairly traditional category and appeal to younger consumers, the agency developed a bespoke bottle, brand identity as well as secondary packaging and key visuals, inspired by one of their flagship wine brands "Diablo" and the mystical world of the Devil.
The bespoke bottle captures this spirit through its sharp lines and well-defined shoulders that playfully resemble the Devil's horns.
Enhancing brand recognition and shelf impact, the Devil's face icon has been designed on a crafted red stone. The boldness of this accessory contrasted with the overall presentation ensures purity and elegance, allowing the golden liquid to shine.
Widely available across the country, the newly launched brand has exceeded expectations and sold over 144.000 bottles in the first few months in Chile alone.
Brand strategy
Structural design
Brand identity
Packaging
Collateral
Close the full story
“It was a real pleasure to have the chance to work with Appartement 103 team. From the very beginning, I felt they were more than a packaging design agency, in fact, they were the strategic partner we were looking for to take on this great (and tough) challenge. We took one of our vineyard's flagship brands "Diablo" into the Spirits world. The project scope was fantastically achieved, Appartement 103 put its creativity and the brand's DNA together, resulting in a breath-taking outcome, the newborn Diablo Pisco.”
Dennis Isaac - Head of New Business Development - Concha Y Toro
