Original paintings create genuinely ownable brand assets with lasting differentiation value.
Something wonderful happens when a designer who paints creates packaging for wines made by different winemakers. Ximena Ureta brought both disciplines to the MontGras Handcrafted project, producing ten original paintings that merge in pairs across five wine labels. Each label features two distinct artworks fused together, creating visual tension and movement that reward closer inspection. Painting specifically for packaging gave MontGras genuinely ownable visual assets tied directly to brand identity. Five prestigious Chilean winemakers selected rare grape varieties from five different valleys, and each combination received its own artistic interpretation while maintaining consistent information placement. The MontGras Handcrafted project demonstrates how original creative investment transforms product packaging from protective container into brand storytelling medium.
Product line managers often face a fundamental tension: create visual unity across multiple products while honoring each product's distinct characteristics. The MontGras Handcrafted solution offers a precise mechanism for achieving both goals simultaneously. Information placement remains fixed across all five labels. Winemaker signatures, valley names, and varietal details occupy identical positions regardless of which bottle consumers select. Variable artwork fills the remaining space, allowing each wine its own personality within the established framework. The Golden A' Design Award recognition for MontGras Handcrafted packaging acknowledged excellence in navigating controlled variation. For enterprises developing multi-product lines in premium categories, separating fixed brand elements from variable creative expression early in the design process delivers strategic value. Five different typographic treatments for the numbers added another layer of individual identity without fragmenting brand recognition.
Premium positioning through packaging emerges from committed creative partnership with designers who maintain active artistic practices. The MontGras Handcrafted project required six months of artistic experimentation before the correct painting combinations emerged. Original artwork investment creates differentiation that resonates with collectors and connoisseurs alike. What original artwork might your brand commission to transform packaging into collector-worthy brand expression?
