A travelling legend.
400 years ago
Client: A. Monteiro e Pôncio, Lda.
Pentawards 2017 - SILVER for Luxury Category
Muse Creative Awards 2017 - GOLD for Packaging Category
Quinta da Vacaria, one of the oldest estates in the region (the first register dates back to 1616), is located on the Douro riverbank beside the city of Régua, at the heart of the oldest Demarcated Region in the world, the Douro.
In the olden days, on the estate’s dock, Rabelo boats would moor to load pipes full of Port wine and carry them to Gaia, at the river’s mouth, where they were shipped in bulk all over the world, leaving their hidden identity behind, since these wood barrels were not even marked with the producer’s seal. At its destination, the wine was bottled and labelled with the brand of the foreign traders who had purchased it, some of them gaining considerable prestige for a quality that they had not earned.
This was how the wines produced at Quinta da Vacaria travelled throughout the world for 4 centuries without anyone ever knowing their real origin.
Thanks to one of the laws that regulates Port wine, farmers were obliged to keep 1/3 of their production and Quinta da Vacaria is proud to have one of the largest and most valuable stocks of very old tawny ports today,which were only finally bottled at their origin and labelled with their own brand in 2016.
When we developed the image for this wine, we wanted it to fully evoke the glamour and prestige of those 400 years of history travelling the world under false identities.
Inspired by ancient maps, compasses, astrolabes and compass roses, we created a powerful V (for Vacaria) surrounded by design features in complex detail, where the richness of the gold contrasts with the texture of the navy blue artisanal paper.
The image created challenges the traditional port wine language, distinguishing itself powerfully on the shelf, standing out from all others.
The collection of 4 bottles aged 10, 20, 30 and 40 years, is carried in a box inspired by an antique suitcase, clearly evoking this brand’s past and its travelling spirit.