Project: Brand Strategy, Identity and Wine Label Design
Execution: Brandmark, Brand Assets, Brand Support and Wine Label Design.
Client: La Chica Con Tinta
La Chica Con Tinta, a Chilean Pinot Noir imported into Australia, needed a wine label that could appeal to a modern Australian audience while still reflecting its distinctly Chilean heritage. The label had to stand out on the shelf, capturing attention with a fresh, interesting look that spoke to wine enthusiasts. The client came to us with the name “La Chica Con Tinta,” meaning “the girl with tattoos,” and wanted a design inspired by the vibrant feel of Valparaíso, a city in Chile known for its colourful streets and eclectic culture.
To achieve this, we devised a brand strategy that would resonate with a modern Australian audience while maintaining a strong Chilean identity. We chose the direction of ex-patriates traveling overseas to discover their roots, a theme that would feel relatable to Australians while staying true to the wine’s origins.
From this idea, we created a backstory for “La Chica”—a young woman in search of her heritage. She knows her roots lie in Chile, but her family had moved generations ago, losing touch with their South American culture. As a history enthusiast and explorer, she finds herself drawn to Valparaíso, a city that feels like a bridge between her urban life back home and the natural beauty of her ancient past. During her travels, she discovers her ancestry may trace back to the Chinchorro people, an ancient culture of northern Chile and southern Peru, known for their deep connection to the sea and their surroundings.
We were inspired by ancient tribal cultures, but careful not to imitate them inappropriately. Instead, we presented La Chica as someone experiencing these cultures from a ‘tourist’ perspective, which allowed us to celebrate the culture without appropriating it. This approach shaped how La Chica would look and feel, giving her a distinct personality that blended modern adventure with ancient heritage.
With La Chica’s backstory in mind, we created a label design that embodied her spirit—bold, adventurous, and deeply curious about her roots. The label featured custom illustrations inspired by Chilean folklore and the vibrancy of Valparaíso. Drawing from indigenous symbols and traditional motifs, we crafted a visual narrative that celebrated Chile’s rich cultural landscape interpreted by someone learning what it all means. Taking this lens was a more authentic approach for us as designers who were essentially in La Chicas position when researching the area.
The design was filled with dynamic elements, inviting customers to uncover something new with every glance—bright colours drawn from the Chilean flag, a custom typeface, intricate details and meaningful tattoo choices, and layered textures that subtly reference Chile’s rich heritage. This blend of the urban and the ancient was key to giving the label a distinctly Chilean yet universally captivating feel, encouraging modern wine enthusiasts to embark on a journey of discovery with each sip.
The new label successfully stood out on the shelf, drawing in customers with its fresh and engaging aesthetic. It resonated with our target audience of modern wine enthusiasts as well as retail category buyers by offering not just a wine, but a story—a story of a girl discovering her roots, just as many Australians might relate to their own heritage journeys. By weaving together cultural roots with a modern narrative, the label is designed to spark conversations and create a deeper connection between the product and its consumers.
Ben HirschHirsch HillEvery other company I have worked with will conduct the required work, send an invoice, and move on. With Hello Mellow, they care. This is something you can’t find in this industry. Their attention to detail and dedication to finding the best outcome for us is second to none.
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