Denominación de Origen Calificada Rioja Corporate branding
| Fact |
Value |
| Contact |
Madrid |
| Client |
Denominación de Origen Calificada Rioja |
| Project |
Corporate branding |
| Industry |
Consumer Goods |
| Timeline |
13 Months
Nov 06 - Dec 07 |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Language
Environments
Packaging Design
Brand Positioning
|
| Team size |
5 The Brand Union
3 Client |
Live Events
As a Designation of Origin Brand, Rioja’s main marketing activity is the promotion of its wines internationally through different events and trade fairs. Connecting with the launch events, The Brand Union Madrid designed exhibition stands and POS for Madrid Fusion, the gastronomic trade fair of international recognition. Furthermore, we developed a basic toolkit for presentations and press conferences that includes banners and roll-ups. Other live events and POS work includes the design for the Alimentaria Food&Beverage Fair and the Launch Event at Madrid’s Reina Sofía Museum.
Rioja Wines is the leading and oldest wine region in Spain and is recognized throughout the world for its history, experience and tradition. Protected through a Designation of Origin, its Regulatory Board is in charge of promoting Rioja awareness and consumption worldwide, on behalf of the wineries of the region.
While wine consumption is declining in Spain, global market growth, new consumer trends and strong competitors from “the new world of wine", are changing the market rules. Rioja Wines needed to react and take advantage of these changes.
Perception versus reality
Rioja is well known worldwide for its strong values of history, tradition and experience. These values contrast with its current situation.
Today Rioja wineries are dynamic, creative, and innovative, not only on their wines, but also in their production techniques and winery architecture. This creativity is changing the region at a producer level, but it wasn’t affecting the perception of Rioja as a collective brand. Rioja was missing the opportunity to connect with new market trends. Today, Rioja is vanguard and tradition, the combination of the two worlds of wine. Through extensive research and together with wine world opinion leaders and major dealers, The Brand Union Madrid identified the ultimate trends and preferences on wine consumption worldwide. We discovered that Rioja contains the best of the two worlds of wine. It belongs to the "old world of wine" in terms of tradition and experience, and to the “new world of wine" in terms of creativity, dynamism and freshness. And this is how we have defined the brand territory that makes Rioja a unique wine brand in the world.
New brand values
Rioja’s brand values were redefined to support the new brand strategy. Excellence, Creativity, Dynamism and Symbol for Sharing, are the values that define the spirit and dreams of wine makers in Rioja. These new values, together with a unique visual language and tone of voice, connect Rioja with new young consumers, but keeping at the same time the strength of a historical wine region.
“The modernization of the new image of our collective brand is an important step in projecting an image of a region in constant development and consolidating the recognition and prestige of our wines in the international markets" Mr. Víctor Pascual Artacho, President of the DOCa Rioja Regulatory Board.
An evolved new identity
The new logo is an evolution of the original Rioja mark and builds from the concept of the “the best of two worlds”. The Rioja logo is now much more than a simple quality guarantee seal.
The Rioja wordmark represents the roots and the heritage of the brand, the strength and experience of the “old world of wine”. The symbol of the vine represents the new spirit of innovation and creativity from “the new world of wine”.
The Brand Union Madrid has introduced a new brand toolkit that incorporates a new modern corporate typeface, a dynamic graphic and illustration style, an extensive colour palette for both corporate and commercial applications. We have also created a new brand language to enrich applications and create a modern and strong visual language. This will help Rioja to create a truly unique personality and a global brand voice in the international marketplace.
The new colour palette draws its inspiration from the Rioja region, its land, its vines and its fruit. The colours from the earth, that talk about tradition and experience (representing the prestige of the “old world of wine”), and the brighter colours that talk about freshness, diversity and creativity (the “new world of wine”), are all colours from Rioja.
The new brand language has been created to challenge peoples perceptions of Rioja. The ‘descubre’(discover) concept used for the brand launch invites people to discover that Rioja is now much more than just a quality seal.
Rioja is now a modern and vibrant global brand with associations with art and design, architecture, culture, gastronomy…and a unique icon of Spanish sociability.
