Elixir Port wine Packaging by Ximena Ureta Is Granted the Silver A' Design Award in Packaging Design

Ximena Ureta honored for packaging design by the international grand jury of the 2025 - 2026 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 24, 2026 /DesignNewswire/ Elixir Port wine Packaging by Ximena Ureta, designed for Concha Y Toro, has been granted the Silver A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The recognition forms part of the 2025 - 2026 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.

The Silver A' Design Award Explained

The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

More About Elixir Port wine Packaging

Elixir is packaging created for a 20 year old Port wine. The design presents the wine as a concentrated extract that has been carefully preserved, recalling the legend of Casillero del Diablo, in which a fortified wine is guarded by the Devil. The letter X acts as a seal and signature. The front label is printed on dark grey self-adhesive paper with a fabric texture, using ten special colors, gold foil, embossing and varnish. The rigid double door box holds a drawer with a stopper for use after uncorking. A red satin ribbon recalls the history of the brand.

About Ximena Ureta

"Ximena Ureta is a prominent Chilean designer, founder of Ximena Ureta Design Studio. Her main achievements include the creation of innovative and emotional designs, which combine artistic and technical elements with great sensitivity. Her advantage lies in her ability to connect with the public through her creations, conveying powerful messages and generating unique experiences. She contributes to society through her work as a designer, creating works that inspire, excite and raise awareness. Her unique style and commitment to excellence make her an interesting and relevant professional in the field of design."

Award Record

With this recognition, Ximena Ureta is a winner of 15 A' Design Awards. The awards were granted between the 2017 - 2018 and the 2025 - 2026 editions of the A' Design Award & Competition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://dezigners.org/design-category/packaging

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://dezigners.org/179188
A' Design Award Page: https://competition.adesignaward.com/179188
Media Showcase: https://www.designnewsroom.com/!179188
Laureate Profile: https://dezigners.org/d/223469

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Elixir Port wine Packaging
Function: Port wine Packaging
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Black, Maroon, Dark Slate Gray, Saddle Brown and Gainsboro
Images: 5
Client: Concha Y Toro

The Recognition

Laureate: Ximena Ureta
Country: Chile
Recognition: Silver A' Design Award
Edition: 2025 - 2026
Design ID: #179188

Credits

Image Credits: Generalist: Alvaro Garrido. Photography and video: Juan Pablo Dominguez

Design Details

Unique Properties: Elixir is a 20 year old Port wine. It was created by winemaker Marcelo Papa, one of the most important and respected figures in Chilean winemaking. The product is conceptualized as a concentrated extract that has been carefully preserved, echoing the original legend of Casillero del Diablo, where a fortified wine is guarded by the Devil. The "X" represents the most distinctive letter in Elixir, the Devil's signature, a seal that symbolizes his presence and authorship.
Inspiration: Elixir is an extract that encapsulates the essence, history, and mystery of Casillero del Diablo, one of the world's top 10 most admired wine brands. It was created as an icon of sophistication to be the centerpiece of the new Concha y Toro Wine Center. This center aims to position Chile as a luxury wine tourism destination, featuring six themed zones that offer a sensory journey through Chilean wine culture, combining heritage, art, technology, wine, and gastronomy.
Research: The creative reasoning centered on the idea of giving the bottle an antique appearance, evoking the image of a rare treasure; the 20 years of aging further reinforced this concept. To achieve this, the brand's packaging history was researched from 1963 to the present, unearthing the iconic red ribbon from its beginnings. This detail became the key element in uniting the past with the present, giving Elixir a brand identity anchored in time and its own history.
Challenge: The challenge was to bring to life Elixir, embodying the timelessness, mystery, and sophistication of the Casillero del Diablo brand, a Chilean brand that consistently ranks among the top five global wine brands. Its enormous presence in over 145 countries makes it one of Chile's ambassadors, playing a fundamental role in shaping the country's image. It's important to note that Elixir took a year to visually create and that we have advised this brand for the past 18 years.
Realization and Technology: The Elixir front label was printed on 100g Savile Row Tweed Dark Grey self-adhesive paper. It was digitally printed on an HP Indigo press using 10 special colors (Pantone Silver 877 X2, Premium Whites X3, CMYK, and Pantone Orange 021), featuring Kurz 425 gold foil, flat screen-printed varnish, satin varnish, and embossing. The neckband was printed on Pet Silver Gloss TC, digitally printed in 4 colors (Pantone 200C X2, White X2) with Kurz 425 gold foil, resin, and matte varnish. The collar was printed on PET Silver Gloss TC. The dimensions are 79.3 mm high and 15 mm wide. PET Silver Gloss TC paper is a high-end self-adhesive material designed for labels and luxury packaging.
Operation and Interaction: The Elixir brand interaction is one of privilege and exclusivity. It is not sold in the traditional market, but exclusively at Viña Concha y Toro’s new tasting room in Pirque, holding a place of honor within the Casillero del Diablo family. Consumers can buy a bottle or taste it by the glass, savoring its exclusivity where it was conceived. This direct interaction reinforces its value as a non-mass-market product, reserved for those seeking a special experience.
Project Duration and Location: Elixir began in January 2024 and culminated in September 2025 in Santiago, Chile.
Specifications: The packaging was crafted with a careful selection of materials and technologies to ensure its quality and premium finish. Digital and offset printing technologies were used in the Label and Neckband. The front label was printed on Savile Row Tweed Dark Grey self-adhesive paper, known for its distinctive fabric texture, ideal for sophisticated projects. Ten special colors, embossing, and gold foil were applied. The neckband was printed on Pet Silver Gloss TC, a high-end material with a metallic effect that guarantees durability and a luxurious look. The label was printed at MCC Chile. The packaging includes a drawer containing a stopper for after uncorking.
Keywords: Packaging, diseño, etiqueta, Elixir, Ximena Ureta, Port wine, Oporto, Concha y Toro, diseñador chileno, diseñadora chilena, la diseñadora del vino chileno, Centro de degustación Concha y Toro, icono.