El Corte Inglés’ Wine With Personality

Viñas-Altas_Rioja-TodosA singular design for unique people. That’s the new packaging for Rioja Viñas Altas, El Corte Inglés’ private brand. Wine labels with personality. From the youngest and hipster to the exclusive and gentleman reserve. And of course we can’t forget the ladies rosé.

Viñas-Altas_Rioja-HipsterThis range is formed by five references, one for each kind of wine. It launch’s the new Viñas Altas identity. Agency Supperstudio developed the new brand packaging around a vine shoot and a simple creative proposal: whoever you are there is a good reason to enjoy a cup of Viñas Altas Rioja wine.

Viñas-Altas_Rioja-DandyThis is a design with a big challenge: to change the actual brand image and create a new one relevant to a innovative, modern and contemporary consumer. The material selected, the Fasson Martele extra white label from Avery Dennison, and the finishing techniques reinforce the product attributes and built a more premium brand perception.

Viñas-Altas_Rioja-GentlemanThe global project of Viñas Altas include, under the same brand, eight of the most relevantViñas-Altas_Rioja-Lady Viñas-Altas_Rioja-Candy spanish wines designated by origin.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.