Azpilicueta
Information about Azpilicueta
APPROACH
Azpilicueta, la centenaria bodega de La Rioja fundada en 1881 por Félix Azpilicueta que hoy forma parte de Pernord Ricard España, es uno de los players DOCa Rioja líder en el sector. Un sector atomizado y maduro en continua expansión, con gran cantidad y variedad de marcas y poco conocimiento de cada una de ellas.
CHALLENGE
Con el objetivo de ampliar su cuota de mercado, el proyecto busca aumentar la notoriedad de Azpilicueta y su capacidad para conectar con el consumidor final, como marca y a través de su portfolio de vinos, reforzando el valor de cada uno de ellos.
SOLUTION
Tras una inmersión en la historia y los acontecimientos alrededor de la bodega, dotamos a la marca de un relato propio. Construimos toda una experiencia que unificaba el portfolio y a la vez dotaba a cada vino de un carácter único, reivindicando su papel en el lineal, comunicando todo lo que Azpilicueta representa.
Emotionality, character, instinct
Revitalizing a classic without losing its spirit
The evolution respects the brand's legacy by redesigning elements such as the original typography of the logo, from which the organic and imperfect line is born, acting as a resource to connect with the story, and rescuing the Azpilicueta family coat of arms.
From off to on
The universe is completed with modern typographies, its own chromatic palette and a photographic and illustrative style that allow the expression of the brand in different formats, supports and channels.
The result is a holistic experience that establishes an emotional and authentic connection.
A pack that continues the story to contribute to the brand's strategic objectives.
We sought both to achieve recognition of Azpilicueta on the shelf, and to present the different proposals of each of its wines by declining the central story of the brand in small pieces of storytelling.
Through structural adjustments, finishes, capsule design, layout and color palette, a system has been developed that not only adequately differentiates each product, but also allows for and anticipates future growth.
The upgrade supports the perception of the product in terms of quality and clarity of information, facilitating the consumer experience.
The end result is a flexible system that helps differentiate each wine and, at the same time, cohesively builds the portfolio around a unique and authentic story.
