Pertinaz

Brand

Pertinaz · wines from the Huasco Valley

Project

Naming, identity, labels and shipping case

Year

2023–2024

JVD scope

Naming, concept, identity, illustration, front and back labels, capsules by variety and a six-bottle shipping case.

Context

Pertinaz is an independent wine brand from the Huasco Valley, in Chile's Atacama region. In 2023 its owner asked JVD to create the name and identity for a line of three wines: Malbec, Blend and Garnacha.

The name

Among the concepts explored, JVD proposed “The strength of a noble heart” and, within it, the name Pertinaz: Spanish for stubborn, tenacious, like a vine growing at the edge of the desert. The proposal was presented in July 2023 alongside other names from the same territory, such as Tezón.

Naming slide, July 2023.

The label

The label turns the name into an image: the stencil type fractures, a crack opens the paper and a shoot comes through it. After three rounds of proposals, the final artwork was specified on Fasson Cuvée Style paper with raised screen printing, black foil and debossing, and each variety carries its own coloured capsule.

Malbec label: the printed piece and its final artwork with finishes.

The case

The six-bottle shipping case carries the same character into logistics: the name in vertical stencil, PER/TI/NAZ, printed in one black ink on corrugated board.

Closing

At Pertinaz, the name shaped everything that came after: the typography, the illustration, the paper and the case that travels to the warehouse. A single idea, tenacity, runs through every piece.

Brand: Pertinaz · Naming, identity, illustration, labels, back labels, capsules and shipping case: JVD Estudio · Photography: JVD Estudio archive.

From this case

A wine brand that started from its name: tenacity, turned into type, paper, finishes and a case that travels to the warehouse.

See Brand Identity & Packaging in Services →

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