Noche de Pasión
Branding, Wine Label Design, Brand Strategy & Naming
For a sweet Argentine wine, Firehill crafted a label that’s sensual without slipping into satire. Noche de Pasión delivers flavor and feeling with a wink.
Concept
Sweet wine isn’t foreign to Argentina—it’s foundational. With Criolla grapes still thriving, Argentine palates are no strangers to wines with a little sugar and a lot of character. Noche de Pasión was born from this heritage: a wine that knows it’s sweet, seductive, and deeply local.
Strategy
We leaned into cultural nuance. The label needed to resonate with Argentine consumers familiar with Criolla and Cereza but wary of cloying tropes. Our design had to say "sweet and sexy" without veering into caricature. We struck a tone of playful sophistication—with just enough mystery to invite a second glance.
Execution
Firehill created a label that pairs warmth with allure. Rich, moody tones meet vintage typography with a whisper of drama. The design began traditionally enough, but once we landed the stylistic hook, the figurative elements evolved into a layered visual playground. We dove into our ephemera archive, mixing pulp fiction aesthetics with decorative pastiche. The final layout is a fever dream of overlapping influences—so visceral, holding the bottle feels like an affair in itself.
The name Noche de Pasión anchors the label in nocturnal elegance, while the back label includes a knowing nod to local wisdom: "El vino dulce a menudo hace agria a una mujer buena." It’s a wine that knows its audience—and speaks their language.
