Convida

When Treasury Wine Estates set out to build Convida, the brief was grounded in something specific and culturally rich: a Latin American way of being. The warmth of open doors. The rhythm of a shared meal. The color of lives lived out loud. The design challenge was to translate all of that into a brand language that could hold its own on shelf while feeling genuinely, culturally earned.

Our response was built around energy and specificity. Bold, tropical colors pull the eye. Flowing rhythm patterns give the system movement and life. The overall identity reads as friendly and familiar, a brand that feels like it already knows you.

The spirit animals, illustrated by Alejandra Ballesteros, are the system's emotional core. Each one is varietal-specific, their personalities carrying the "swicy" tension the brand is built on: spiced with attitude, softened by the sweetness of real fruit flavor. Her storytelling does what no lockup could.

Technical ambition extended to the closures. Denomination pushed the format's limits by overprinting ink gradients of various tints within the animal details and playful icons, maximizing dimension and extracting standout from every available on-pack touchpoint. The closure doesn't just finish the bottle. It completes the brand.