Lavaque

The wine industry has a habit of overcomplicating itself—too many rules, too much jargon, too much attitude. Pancho Lavaque saw it clearly. Educated in the U.S. and raised in his family’s historic Argentine winery, he wanted to strip wine of its pretension and make it easier to understand, choose, and enjoy.
Ironically, Lavaque mirrored the same problem. With more than 200 labels across styles and price points, the portfolio had become a maze—confusing for consumers and difficult to differentiate.
Our idea was simple: help people understand a complex industry by starting with Lavaque. We organized the chaos into three clear categories and chose one wine to represent each, like picking a single bottle from every shelf at the supermarket: Lavaque for everyday drinking, Quara for a modern mid-range option, and Félix for a premium moment worth the splurge.
The bottles were turned upside down, a literal and symbolic gesture of Pancho’s desire to flip the wine industry on its head. Because in a world obsessed with complexity, clarity can still be the most disruptive move of all.