Franco & Rico
Following the success of Pablo & Pedro's entry-level Spanish Tempranillo, Coles aimed to expand the range with a new Argentinian Malbec. The objective was to appeal to consumers who appreciate interesting international wines by creating a label that captures the fun and rich story of the Malbec region. The design needed to make consumers feel proud to bring this bottle to dinner with friends, knowing they have chosen a quality wine without overspending.
The Solution
With so much charm in the original label, Pablo & Pedro naturally served as the inspiration for our range extension. Their distinct personalities yet unified mission, helped us to conceive Franco & Rico, our namesakes for the new Malbec. Franco was laid back, modern and spontaneous, while Rico exuded tradition and formality. Two Argentinian fellows with a complex friendship!
Collaborating once again with illustrator Tom Frost, we brought our characters to life capturing their every quirk, meanwhile identifying the key elements of the existing label to flex and retain. The resulting design embodies the charm and unity of the range, at the same time the individuality of Franco and Rico, inviting consumers to immerse themselves in their story and savour the nuanced flavours of the wine.
Credits
Completed at Landor Australia
Client: Coles
Design: Matt Morgan, Abi Singmin
Illustration: Tom Frost