Designer: Ximena Ureta
Photographer: Estudio Navarro
Location: Chile
Project Type: Produced
Client: CCL Label Chile
Product Launch Location: Chile
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle, paper
Printing Process: Digital printing

Butterfly Acrobat is an act of freedom and hope, a poetic response to the pandemic. It is also a tribute to circus artists around the world, to jugglers, magicians, fire eaters, contortionists, acrobats, trapeze artists, equilibrists, trampolinists, trainers, clowns, comedians, and musicians who have dedicated their lives to the art of entertainment.

The tale of Butterfly Acrobat, Amazing Edition, is the fantasy of a woman who can fly during her circus act. Mara is the mysterious butterfly acrobat. Thousands of butterflies flock in a colorful torrent in the air under the stage lights, their wings, flower – shaped, open and close to the rhythm of music and using their delicate silk threads, they fly among the audience. Ladies and gentlemen, we would like to present. The most delicate and amazing act in the whole world.

The artist has investigated the history of the circus and, specifically, of Cirque du Soleil, one of the world’s best – known entertainment companies which filed for bankruptcy because of the impact of the pandemic. Its most emblematic acts were reviewed, as an inspiration to find the right graphic language. Butterflies, their shapes, the symmetry of their wings have also been studied, further influencing the design of this label. The balance of the circus and the symmetry of the butterflies. Impossible not to cite Gioconda Belli´s book “The Butterfly Workshop” Editor: Bárbara Fiore.

The challenge was to create a large format label, whose design would display great personality, which, in turn, could develop a unique concept and manage to contain a great technical challenge both in printing and in its terminations. Incorporating circus graphics, flowers and fruits in the tasting notes, all visually joining the world of butterflies. “Bright ruby red, it tempts the nose with aromas of red forest fruits, exhales delicate scents of cherries and raspberries, combined with the smells of earth and brambles.”

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