+ Project information — Primus Wine

A New Chapter in Chilean Wine

The Challenge

Primus, a celebrated Chilean winery known for its bold blends and modern craftsmanship, sought to elevate its story beyond the bottle. While its wines already reflected innovation and quality, the brand narrative and packaging no longer matched the depth of its philosophy. The challenge: craft a cohesive story, visual language, and campaign that would connect Primus to a new generation of wine enthusiasts while honoring its Chilean roots.

Our Approach

In collaboration with a strategic partner, OGK® worked closely with the Primus team to reimagine how the brand communicated its essence. We developed a compelling backstory rooted in the spirit of curiosity and exploration — positioning Primus as the expression of freedom within winemaking. This narrative extended into refreshed messaging, campaign direction, and an evolved art direction for the label system. Each design element was intentional: elegant typography, symbolic iconography, and a tactile aesthetic that balanced sophistication with approachability.

The Outcome

The rebrand infused Primus with renewed vitality and cultural resonance. The storytelling-driven campaign deepened emotional connection with global audiences, while the updated label art elevated shelf presence and brand recognition. Primus now stands not only as a premium Chilean wine but as a testament to the artistry and courage of innovation in tradition.

Takeaway

When heritage meets imagination, storytelling becomes the secret ingredient — and Primus pours that spirit into every bottle.