(01)
The Challenge
Rethinking
premium wine
Luigi Bosca, a historic winery from Mendoza, needed to evolve its visual identity while preserving its legacy.
The challenge was to move away from traditional premium codes, dark palettes and classic aesthetics, and redefine what premium means for a new generation.
My role
Visual Identity Design Direction.
Campaign Art Direction.
Made at R/GA
(02)
Insight & Idea
Premium wine is no longer defined by darkness and opacity.
It’s defined by transparency, origin, and connection to the land.
We reimagined premium through a new lens, shifting towards light, warmth, and terroir. A visual language that expresses not only heritage, but also a more open, contemporary sensibility.
We developed a visual identity built on natural light, warm tones, and a strong connection to Mendoza’s landscapes. The system moves away from traditional product-centric imagery, focusing instead on atmosphere, texture, and place.
Based on these principles, we created the global repositioning campaign, translating the identity into a cohesive visual narrative across film and brand communications.
Rollout
& Outcome
The new identity positions Luigi Bosca within a more contemporary premium space, balancing tradition with a renewed visual language that feels more natural, approachable, and globally relevant.
