Dante Robino Rebranding
Dante Robino is a winery from Mendoza with decades of history. However, it had never quite managed to reach a wide audience, and its wines were not particularly well known. Following a new investment, the challenge was to completely transform the winery’s image to bring it closer to discerning consumers, while refining its recipes and production methods with the aim of creating wines capable of competing with the best in the world.
The concept behind the entire campaign was: Amarte. A Marte.—a play on words that conveys both loving you and to Mars in Spanish. It represented an ambitious vision: the idea that our passion for wine could take us as far as Mars itself.
Role: Creative Art Director, Graphic Designer
Copywriter and Director: Carlos Bayala
Voice Artist: Graciela Borges
Photography: Magali Polverino and Carlo Urrego
Design Advisor: Estudio Atlas
Gran Dante and Dante were among the wines that formed part of the brand’s relaunch. For Gran Dante, we worked with high-quality grapes and, inspired by this planetary perspective that the brand’s motto infused throughout the campaign, we paid tribute to the first astronomers in history through paintings by Vermeer and other classical artists.
For Dante, we drew inspiration from the nine circles of Hell in Dante Alighieri’s Inferno, incorporating 19th-century engravings that depict some of the figures and landscapes described in the literary classic.
