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Piernas Largas: A Distinctive Wine Packaging Series Celebrating Millennial Culture and Creativity

Ian Wallace, a renowned graphic designer from Chile, has been recognized with the Bronze A' Packaging Design Award 2025 for his innovative "Piernas Largas" wine packaging series. Conceived and produced over a year between Santiago and Concon, the project reimagines wine presentation by infusing each bottle with unique personalities and stories that resonate with young adults. The collection features four distinct bottles-Coqueton, Wine Not, Pierna Pelua, and Pierna Pela-each inspired by moments and archetypes familiar to Chilean millennials, from flirtation and self-love to hippie culture and playful friendship.

The design process began with in-depth brand strategy sessions and interviews with both wine consumers and non-consumers, ensuring the final product would authentically reflect its target audience. Each 750ml bottle is crafted in a P10 conical corona shape, standing 300mm tall and weighing 710g, with high-quality, heat-shrinkable labels designed for durability and refrigeration. The visual identity of each variant is bold and expressive, using vibrant graphics and playful motifs to create an immediate connection with consumers and spark conversation at gatherings.

Piernas Largas stands out in Chile's competitive wine market by offering more than just a beverage-it delivers an experience. The packaging invites consumers to embrace their individuality, enjoy moments of laughter, and celebrate togetherness. By breaking away from traditional wine aesthetics, Wallace's design appeals to a new generation seeking authenticity, fun, and a sense of belonging. The result is a product that not only enhances the drinking experience but also becomes a centerpiece at social events, reinforcing the idea that wine can be as dynamic and diverse as the people who enjoy it.

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