A global rebrand that reconnects Anakena Wines with its cultural roots, terroir, and a bold New World identity.
Category:
Branding
Author:
Vivek
Read:
2 minutes
Location:
Chile
Date:
Feb 5, 2026
Repositioning the Brand
Anakena Wines, owned by Accolade Wines, needed a complete brand reset to better express its origins and stand out in a competitive global wine market. While the wine itself came from the Alto Cachapoal Valley in Chile, the brand lacked a strong emotional narrative and visual distinctiveness. The objective was to reposition Anakena as a bold New World wine with a deeper cultural story, capable of resonating with modern, millennial consumers across international markets including the US, Europe, and Asia.
Building the Story and Identity
The rebrand drew inspiration from the cultural and geographical roots behind the name Anakena, which originates from Easter Island. The creative strategy connected the volcanic landscapes of Easter Island with the volcanic soils of the Alto Cachapoal Valley, creating a powerful metaphor of wine born from fire and earth. Central to this narrative was the Birdman legend, symbolizing courage, ambition, and the pursuit of greatness. This storytelling foundation shaped everything from the brand essence to the tagline “Wine from Within,” positioning Anakena as a wine forged by natural intensity and human determination.
Design Execution and Outcome
The visual identity translated this story into bold packaging using a volcanic color palette of deep reds, blacks, and golds. Jagged forms and textured details referenced lava flows and mountainous terrain, while each wine variant was given an indigenous-inspired name to reinforce authenticity and character. The result was a cohesive yet flexible brand system where every bottle felt distinct but unmistakably Anakena. The rebrand successfully elevated the brand’s shelf presence, clarified its positioning, and created a strong platform for global growth.
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