ROBERTO NÚÑEZ STUDIO, Barcelona / PERFECCIONISTA, DAVIDE. / 2020
Perfeccionista (Perfectionist) is a limited-edition single-estate wine that has its origin in a highly personal way of working, considering and understanding nature we call 'Thoughtful Viticulture'.
Aims: To create a packaging with a premium code and a distinctive personality. To highlight the idea of the limited edition (697 bottles).
Primary target audience: people aged between 30 and 55, with broad knowledge of and interest in the world of wine.
"All wines generally say the same"
"I buy wines that make me feel special"
"I prefer wines that tell a story"
"I enjoy feeling the essence of wines"
"I like discovering new things"
Retail price: about €60
Online / prestige shops and restaurants in Europe, primarily in Spain.
Budget: The winery had a limited budget.
In order to connect emotionally with the consumer and position the product as a distinctive premium wine, a packaging was proposed that attaches value to the idea of imperfection.
And for the sake of exclusiveness and added value, the 697 units produced were made to be different to one another.
Each wooden case was broken by hand, without a die cutter.
Finding a system to break up the cases in a certain way took time and research. The resulting pieces were numbered with an inked stamp and turned into pendants.
This artisan process added value to each of the 697 units, evoking the way the winery sees its wine, based on sustainability.
Graphically, it was decided to screen print the design onto the glass of the bottle itself to add to the feeling of purity, reflection and silence. And for the neck of the bottle a label was created using a material that merged with the capsule to make a feature that communicated the key information about the product in a simple, neat way.
The packaging was made into an object of desire for consumers, and a highly powerful marketing tool for the winery.
The specialist media made packaging into news, +4,000% PR.
The winery’s brand awareness multiplied, +900% worldwide searches.
All brand targets exceeded, +700% online sales.