The Art and Artists behind Label Designs

According to a 2015 survey, millennials are four times more likely than older generations to buy a wine based on its label design. Viña Echeverría has redesigned the labels for several of their Opimian favourites and created gorgeous labels for two of their new products, and we love them! OK, Boomers?


Casa Nueva Family Wines

Roberto Echeverría’s grandmother was a prolific painter. Adriana Piffre de Vauban, aka Meme, mainly painted scenes of rural Chile and produced a total of 80 oil paintings in her lifetime, including ones of the family house, vineyards and train station in Molina. It was an easy choice to use one of them on the new labels for this iconic line of wines. Opimian even featured the label’s painting of Roberto’s brother Diego, walking through the vineyards on the Cellar 264 cover. It’s shown above as the main banner to this story. The Casa Nueva Family Wines Carmenère (lot 2347), Merlot (lot 2348) and Syrah (lot 2349) make a beautiful tableau of bottles. 




La Baliza

The label for La Baliza Cool Climate Syrah (lot 2358) spotlights the art of Roberto’s sister, Paulina. Mucho talent among the females in this family! Besides art and wine, Pauli’s passion is open water swimming, something she partakes in every weekend, mainly off the Pacific coast. A Baliza is a buoy, and it’s where the swimmers congregate to check in on each other.



El Barrio

Another woman, another artist. This time it’s Roberto’s wife, Julia Soward, a Brit who studied in France. She met Roberto at a wine tasting, and love struck them both (wine will do that to you!). Two children later, she has taken up art again as an illustrator and graphic designer. The El Barrio (or neighbourhood) label concept was drawn during the Covid pandemic. After looking out the window of their Santiago apartment over the past six months, Julia came up with this view of their own little corner of the world.


The El Barrio Cabernet Sauvignon (lot 2357) is a natural wine and natural wine labels are fun to design because anything goes. For Julia and for a lot of people, the natural wine movement is like a mini representation of a wider social consciousness—one that values authenticity, creativity, acceptance of diversity, and one that challenges our perceptions. It’s fun to drink too!