First of all, we thought the "collection" concept was powerful and one thing that we could capitalize on this new wine. And to capitalize on it, we think in an iconic graphic element that was related to collecting as with the vines: a butterfly. The butterfly gave us a lot of visual level playing on the bottle but also in its box.
Finally, and for being a high end wine, the pack's materials should be up to date, and we have carefully monitors selecting papers and print systems to align the image to the Premium positioning that was sought. Like love, a wine that will make you feel butterflies.