Purgatori is the first project from the Appellation of Origin, Costers del Segre, belonging to Torres; a brand with a legacy that goes back for more than 140 years. A premium product, Purgatori is one of a series of new Torres wines that falls into the medium-high to high price bracket.
The challenge for DAf’s creatives was to develop a concept and key visual that would clearly reflect Purgatori’s very particular storytelling about a group of monks who were exiled to the harsh, rugged region of Costers del Segre and who soon discovered that the area was perfect for winegrowing. The monks believed that the angels took a barrel of their wine every year to make them pay for their sins.
DAf’s creatives developed Purgatori’s key visual based on the creative concept “Made by man, desired by angels,” a clear reflection of the brand’s storytelling. It was also important to take the wine’s premium quality into account, as well as the brand’s desire to appeal to wine consumers interested in products that fall into the medium-high to high price range.
With a heavy focus on brand awareness, the image of angels carrying a barrel of wine up to the heavens is a clear representation of the brand’s storytelling and a direct reflection of the bottle’s label. “Purgatori” heads up the key visual’s textual creativity, placing emphasis on brand awareness, with a short supporting phrase “Made by man, desired by angels” and the prestigious endorsement of Torres featured further down, closer to the foot of the image.
Elegance is captured through neutral grey tones and glints of gold. The representation of the sky occupies more than three quarters of the key visual, emphasizing on the importance of the angels in the storytelling and reinforcing the idea that Purgatori is a premium wine, fit for the heavens.
This key visual was designed to appeal to informed consumers with a high interest in the wine sector. It’s a key visual for consumers who interact with a range of wine brands, both on and offline, and whose knowledge about wine and the wine industry is particularly advanced.