GRIT STUDIO - Creative Work Beyond the Label for Wine & Spirits

Client: Viña Concha y Toro
Brand: Unrated Xtra Cab
Project: New product launch
Market: USA

If you think this is just another Cab.
YOU’RE MISTAKEN

Challenge

With Unrated, Concha y Toro –one of Chile’s most traditional and highly regarded wineries- sought to mix up its classic portfolio by introducing a new, disruptive concept: an “Xtra Cab”, created with the North American market in mind.

We were asked to create a fresh, rebellious brand that pushed the limits and focused on the essence of the variety without caring about rankings and scores, while safeguarding its premium quality.

Our Approach

Unrated had a complicated history: it had been on the works for years, but the company couldn’t settle on its tone and style. The challenge was to convert a classic Chilean variety into a disruptive, bold experience with an unapologetic aesthetic and narrative.

When we took over, we took over completely: we only had the label as a starting point, so we had to create not only the key visuals but also the entire identity of the brand, to the extent of even participating in the selection of the final version of the wine and coaching the winemaker on how to portray herself. It was an “all hands on deck” situation where we worked shoulder to shoulder with the client in order to fully grasp what Unrated was really about –and then communicate it.

The Result

We create a bold experience with an unapologetic aesthetic and narrative.

After months of intimate work with the winemaker and the winery, we were able to come up with the final version of Unrated: a brand that brings forth the most authentic version of Cabernet Sauvignon, with as little intervention as possible and with a carefree, bold attitude, that still maintains its premium essence.

Our integrated services for this project

› Strategy + Brand Consulting.
› Positioning & Purpose.
› Storytelling.
› Art Direction & Brand Book.

› Brand Presentations & Launch Decks.
› Campaign Development & Key Visuals.
› Brand Video & 3D Development.
› Lifestyle Photography.

› Winemaker Styling and Photography
› Web Design and Development.
› Press Kits & Press Releases

Brand Video & Storytelling