THE CHALLENGE
The Caretos de Podence wine range began with a single red wine, built around an
illustrated interpretation of the village streets and its most iconic figures.
With the introduction of a new white wine, the challenge was to evolve the
existing visual universe without breaking its identity.
The objective was not simply to create another label, but to establish the
foundations of a broader range — one capable of expressing different wines
while remaining unmistakably connected to the energy, colour and cultural
heritage of Podence.
THE INSPIRATION - Tradition That Never Stands Still
The Caretos are defined by
movement.
During the traditional festivities, they run through the streets, jump,
spin, challenge and interact with the people around them. Their colourful
costumes, bells and unpredictable gestures transform the village into a stage
filled with energy.
For the new white wine, we focused on one of these characteristic
movements: the dynamic pirouettes performed by the Caretos during their
interaction with the crowd.
Rather than creating a static portrait, the illustration captures a
fraction of a second — a Careto suspended in movement.
A moment where tradition becomes almost theatrical.
THE CREATIVE CONCEPT - Capturing Energy on Paper
The new illustration was developed
to communicate movement, spontaneity and celebration.
The position of the body, the
exaggerated gesture and the flowing fringes create a composition that feels
deliberately unstable and alive — reflecting the irreverent personality of the
Caretos themselves.
Traditional red, yellow, green
and black colours of the costumes remain central to the visual identity, while
the vivid yellow background creates a brighter and more energetic expression
for the white wine.
Final result maintains a clear
connection with the original red wine while giving the new reference its own
personality.
Same origin.
Same cultural DNA. A different expression.