Commissioning a work of art for use on a wine label is a popular choice. While appreciation of art is subjective, it has the power to connect with a range of consumers. Whether an obvious image or completely abstract, art gets noticed.
The painting that graces the label of Casarena is definitely abstract. The artist, *Laura Rudman is a well-known contemporary painter from Mendoza, Argentina, who frequently incorporates themes of local architecture, geometric spaces, and textured landscapes into her work. This particular abstract piece was created in collaboration with the winery’s CEO, Claudia Piedrahita. The intricate, grid-like composition serves as a creative interpretation of the vineyard plots and the unique terroir landscape of Casarena Bodega y Viñedos in Luján de Cuyo, Mendoza.* The reason for punctuating that last passage is that it is a Google AI search result. I cannot verify it. It’s not on the winery website, and most unfortunately, none of that information is on the label.
I’ve seen many abstract representations of aerial perspectives of vineyard patterns. Most of them are identifiable as such. This one? Not so much. At least it’s colourful and interesting. What I do like about the label is the way the image and type suggest a gallery poster. The familiarity of form is relatable.
Consumers — especially younger consumers — are drawn to brands with authentic connections to their land and people and action that demonstrates they care. Supporting local matters. Stories resonate. It’s why Casarena is a missed opportunity to share the well-hidden information above with purchasers looking for more than just a pretty label.
There is of course, the wine consumer that shops categorically. If you were looking for a Mendoza Malbec this label would stand out among them. Hoping for a tasting note? Gotcha. “With a dark violet color, the nose shows subtle aromas of raspberries and sweet cinnamon spice. The mouthfeel shows great concentration and structure with a soft texture and sweet, round tannins. There are notes of vanilla and tobacco from French oak aging. The wine has a long, lingering finish with fresh acidity.” The back label gives you that.
I enjoyed the wine as much as I appreciated the artwork. A satisfying experience that could have been deeper with the discovery of an artist and the meaning of her work.
