Challenge

Carmín de Peumo is one of Concha y Toro’s most renowned international brands, holding major significance for not only being the worldwide ambassador of its variety, but of its terroir.

We were tasked with creating a brand video and accompanying key visuals that would convey, in a romanticized fashion, the profound and intricate history that Carmenere has with Chile: the variety was thought to have disappeared after the phylloxera outbreak in France in 1867, but resurfaced in Chile over a century later, after decades of being confused for Merlot. This is the story of how it came back to life –stronger and more gorgeous than ever.

Our Approach

Carmenere’s history is so distinctive, we knew we had to tell it. But we wanted it to be evocative and elegant, so we decided to narrate it in the first person, crafting the brand video’s storytelling from the variety’s point of view and selecting a powerful, elegant voiceover.

The narrative seeks to highlight this unique history and the careful, loving craft that the Carmin de Peumo team has carried out over the years.

Also, both for the brand video and the key visuals, we made sure to bring forth one of Carmenere’s most particular qualities: its red leaves.

The Result

A powerful and poignant video that truly expresses the elegance of this world-class Carmenere and how its elaboration is the result of a loving craft, and a set of understated and refined key visuals that highlight the brand’s –and the variety’s- core characteristics.

To ensure the brand’s identity remained coherent, we also created a Brand Presentation, as well as Press Kit pieces and Training Book.