Pazo de Monterrey
Creation of a new image for the white wine Pazo de Monterrey from Bodegas Pazo del Rey, D.O. Monterrei, Galicia. We travelled to Monterrei during the Carnival to get to know the winery, gather information and start working. We were pleasantly surprised to discover an area so rich in tradition and customs.
“El Cigarrón” is a mythical character who collected the local taxes around the area of the castle of Monterrey. During the carnival more than 300 people, mainly men, take to the streets. In this festive atmosphere the men run around chasing people with their whips.
We wanted to reclaim this character and make him well known. We also thought it will be a nod and a wink at the crisis we were going through. The embroidery drawn on the cap reproduces the detail of the hand-made costume.