When young, promising Chilean oenologist Juan Alejandro Jofé approached Santiago-based design firm DEO with his idea of creating innovative wine blends from Chile’s Curicó Valley, DEO suggested a name. And just like that, the wine brand Vinos Fríos del Año was born. To create a distinctive label, DEO used the year as the main graphic element, resulting in a fresh and versatile identity system that changes with each new year—perfect for a wine company touting unique, distinctive blends. DEO created another brand of wine as well—J.A. Jofré—to reflect the concept of signature wine; the name of the winemaker, Juan Alejandro Jofé, frames this brand’s labels. Although risky for the traditional Chilean wine market, these projects have garnered good reviews from the design industry and have won several awards from the Chilean wine industry. It seems that Chile was ready for a young wine dressed in an interesting, playful identity after all.

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