«When IKON BC was given the task of designing the labels for El Mariachi red wine series, we recognized the importance of creating something that really stood out from the existing Mexican wine labels exported to the Californian and New England regions of the United States.
The El Mariachi collection is primarily targeted towards young adults, this demographic is becoming of greater importance in the red wine market. Our team wanted to go beyond the conventional labels and create something that has a visual aesthetic of the brand’s emotion and personality. Thus, we decided to use an accompanying neck-hanger element in the form of 3 Mariachi heads, one for each label. The three Mariachi brothers: Roberto, Chucho and Pepe, will spice up every soiree and party in a Mexican way.»
Creative and Art Director: Eugene Kuprienko
Designers: Eugene Kuprienko, Steve Simpson, Anatoly Ivanov
Illustrator: Steve Simpson (@SteveSimpson)
Photography: Vasily Fetisov (FAME Studio)
Project director: Dave Nichols
Papercraft Keylines: Eugene Kuprienko