Azpilicueta
Information about Azpilicueta
APPROACH
Azpilicueta, the centuries-old La Rioja winery founded in 1881 by Félix Azpilicueta and now part of Pernord Ricard España, is one of the leading DOCa Rioja players in the sector. A fragmented, mature sector in continuous expansion, with a large number and variety of brands and little knowledge of each of them.
CHALLENGE
With the aim of expanding its market share, the project seeks to increase Azpilicueta’s brand awareness and its ability to connect with the end consumer, both as a brand and through its wine portfolio, reinforcing the value of each wine.
SOLUTION
After immersing ourselves in the history and events surrounding the winery, we gave the brand a story of its own. We built a complete experience that unified the portfolio while giving each wine a unique character, reclaiming its place on the shelf and communicating everything Azpilicueta stands for.
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.
