“There aren’t many places like Monte Rosso Estate; it is stunning. It possesses characteristics of a grand cru vineyard: some of the oldest vines in California, a unique iron-rich soil, and an ideal exposure,” said Diego del Pino, estate director of Monte Rosso.
To effectively showcase the legacy of Monte Rosso to a global audience, Butterfly Cannon was deemed the perfect partner. They developed a brand identity and packaging that are as captivating as the wines themselves.
Collaborating closely with the Monte Rosso team, including onsite visits to the vineyard, their creative process drew inspiration from an often-overlooked element: the soil. The soil at Monte Rosso, a deep loamy red rich in iron, has its own compelling story.
Zoe McGee, strategy director at Butterfly Cannon, explained, “Iron is the lifeblood of Monte Rosso; it’s what gives the terroir its unique color and makes these wines so special. But iron is also in everything else in this wonderful universe; it’s the magnetic force that pulls us all together. It’s this that we celebrate on pack and off, the power of Monte Rosso to draw fine wine lovers in from all over the world.”
The iron-rich red emerged as the central brand color, prominently featured across the labels of the three red wine varieties: The Essence, The Impression, and Los Niños.
These vibrant hues harmonize with the natural, earthy tones represented on the label of the portfolio’s sole white wine: The Semillon. A subtle textural background embodies the natural beauty of the terroir and its organic forms.
Every design component, from the tactile material choices to the thoughtfully curated color palette and graphic treatment, reflects the majestic landscape of the vineyard.
Reflecting the minimal intervention in the winemaking process, the bottle design is both simple and impactful. A single label captivates attention, inspired by the original door of the Monte Rosso winery, which informs its distinctive shape. The engaging interplay of typography, layout, and form is guided by innate symmetry, ensuring a harmonious presence without feeling forced.
Diego del Pino remarked, “From our very first meeting, Butterfly Cannon perfectly captured the nature of our project, a contemporary wine estate that is anchored in rich heritage and unique terroir. Their thoughtful, poetic strategy married elegantly with a captivating design that is both memorable and timeless. Thanks to their contributions, Monte Rosso Estate is poised to become an icon that transcends trends and will be here for generations to come.”
In addition to packaging, Butterfly Cannon crafted a brand book and website that resemble a love letter to the Monte Rosso Estate, featuring imagery and compelling copy that narrates the powerful story of Monte Rosso. Looking ahead, Butterfly Cannon plans to enhance brand collateral, including curating the consumer experience at the winery, further enriching the narrative of sustainability in food and drink marketing.