Concha y Toro – Branding Colour Plan
The colour issue: How can a new chromatic language express a brand’s future vision?
Colour Design | Branding Design | Colour & Identity | Strategic Colour
Viña Concha y Toro, founded in 1883, is Latin America’s leading wine producer and ranks among the world’s top ten wine companies, exporting to over 140 countries. In 2015, the company set out to redefine its corporate identity, shifting from a traditional, family-owned image to one that reflected a bold new vision—centered on innovation, excellence, sustainability, and social impact.
As Colour Designer and Consultant, I was entrusted with shaping the brand’s chromatic identity to align with this transformation. The challenge was clear: to move beyond the classic colour palette of the wine industry—dominated by dark greens, burgundy reds, and earth tones—and create a colour language that would signal leadership, modernity, and confidence.
Working closely with the client and in collaboration with the design studio AGR Diseño, I developed a strategic colour proposal that introduced a striking and unconventional identity colour: CyT orange. This bold, saturated hue became the visual anchor of the new brand, representing a clean break from tradition and setting the tone for a dynamic, forward-thinking company. To support long-term implementation, I also created a complementary palette of six additional colours, providing a flexible system for future applications across digital, print, packaging, and branded environments.
This project is a strong example of how strategic colour design can drive brand transformation, helping legacy companies reposition themselves with clarity, energy, and purpose. The final brand standards—designed by visual designer José Neira Délano—captured the company’s strategic vision for the coming decade, with colour playing a central role in its expression.
Year: 2015
Client: Viña Concha y Toro
