Marqués de Murrieta
Information about Marqués de Murrieta
APPROACH
El mercado del vino, tanto a nivel nacional como internacional, continúa experimentando un crecimiento paulatino, sostenido y optimista. No son pocas las compañías que tienden hacia la industrialización de sus procesos en busca de mayores volúmenes y beneficios. En este contexto, aún existen marcas como Marqués de Murrieta que continúan luchando por mantener la autenticidad y el alma de este sector para hacerlo llegar a más y más personas.
CHALLENGE
Hoy, el gran desafío de Marqués de Murrieta es el de trasladar esa búsqueda constante por la más alta calidad, por el respeto absoluto a la uva y por el cuidado más puro a la tierra mediante una experiencia digital capaz de conectar con nuevas audiencias sin dejar de proyectar el espíritu emblemático y familiar de la marca.
SOLUTION
La experiencia digital se ha conceptualizado para mantener vivo el prestigio, la excelencia y la innovación de Marqués de Murrieta, sus bodegas y sus vinos a lo largo de toda la navegación. Un enfoque más personal y sensorial que permite a la marca expresarse y saborearse con toda libertad llegando así a conectar emocionalmente con sus públicos, también, en el entorno online.
Dignifying the meaning of a glass of wine
Marqués de Murrieta was born in 1852 and, at our side, began a process of comprehensive redesign of its digital experience to remain relevant every day. We conducted several digital consulting sessions through which we were able to immerse ourselves in the history of the company and its business, brand and digitalization objectives. Having as priority objectives a higher uptake and connection with a younger audience, we analyzed their performance and we modeled the new consumer type of the brand in this environment.
After all this, we proposed a new strategic approach that provided the brand with its own content to tell the story behind this great winery. Likewise, taking into account the learnings obtained in the co-creation work, we built a new web map that optimized the whole experience by simplifying it and giving each section the value it deserves.
A space that breathes elegance, honesty and know-how.
We designed an optimized experience in terms of UX and UI under the maxim of creating a simple, intuitive and immersive navigation. Special care was taken in the presentation of each wine through a functional, visual and verbal structure that gave them that timeless and exclusive character.
The content was also adapted to the verbal demands of a brand with such a long history, recognition and prestige. Thus, we have added new meanings to the history of Marqués de Murrieta message by message.
The attention to detail on which Marqués de Murrieta's philosophy is based should also be transferred to the digital environment through a new, more identity-based and evocative graphic style.
To do so, we created a complete visual universe that ranged from the chromatic palette to the corporate typographies or the photographic style. It was essential to project the tradition and excellence that characterize the brand, but also to be able to push it into a territory of innovation and avant-garde from which to better connect with new targets. A mature, prestigious and contemporary personality that brings the luxury of the world of wine to all palates through its digital experience.
