Uncle Pepe
Information on Uncle Pepe
APPROACH
Tío Pepe is one of Spain's most iconic brands, with a history that transcends wine to become a deeply rooted cultural symbol. Throughout its history, the brand has maintained a constant connection with art, culture, and the creators of each era, actively forming part of the collective imagination and the Spanish lifestyle. In 1835, a story began that would transform the world of wine, consolidating from its origins a proposal that transcends the product to become a true cultural symbol.
CHALLENGE
The main challenge has been to recover the true essence of the brand in a context where its perception was beginning to drift away from its real meaning. Despite its historical relevance, Tío Pepe ran the risk of being perceived as a distant brand or one stuck in the past, losing connection with new audiences. It was necessary to reinterpret its legacy from a contemporary perspective, maintaining its authenticity but reactivating its capacity for cultural, social, and emotional connection, repositioning it as a living, current brand that is faithful to what it has always been.
SOLUTION
Baud has developed a comprehensive brand redefinition, addressing strategy, its expression, and experience. By building a clear and differentiated territory, Tío Pepe is positioned as a living symbol of the Spanish lifestyle, a brand that acts as an ambassador, connecting culture, product, and experience within a single narrative.
This work has materialized in the development of the verbal identity and its tone of voice, in the evolution of the visual identity, and in the construction of a coherent universe capable of existing across all touchpoints. From retail experience to implementation in digital environments, web, communication, and activations, a complete system has been defined that ensures consistency, relevance, and future growth capacity, while keeping the brand's iconic essence intact as it moves towards a new phase.
Where history becomes a way of life
Tío Pepe's strategy is built on the reinterpretation of a historical symbol. A brand that has always been a cultural reference, connected with art, society, and the creators of each era, but that needed to reclaim its place from a contemporary perspective, more aligned with how life is lived today. A living icon capable of uniting tradition and innovation.
The packaging work begins with a deep respect for one of the brand's most recognizable assets. Far from radically transforming it, an optimization exercise has been carried out that reinforces its iconic character, improving its legibility, hierarchy, and consistency without losing its visual richness. An evolution that maintains the ornamental and distinctive essence of Tío Pepe, while adapting it to a more current language, ensuring its relevance on the shelf and its coherence within the new brand system.
Here, where tradition transforms
Tío Pepe's identity redefinition starts from its own narrative to build a more coherent, current, and essence-connected system. From the tone of voice to the visual expression, a brand has been developed that recovers its optimistic, approachable, and stylish character, reinforcing its ability to evoke emotion and connect authentically.
This work has allowed us to organize and amplify all of the brand's codes, building a consistent universe that lives in all of its touchpoints. An identity that balances legacy and contemporaneity, capable of maintaining its iconic strength while adapting to new contexts, consolidating Tío Pepe as a living, cultural, and fully relevant brand in the present.
A historic symbol transformed into a living brand
Tío Pepe's transformation is materialized in a completely renewed brand experience, where every touchpoint has been designed to restore its relevance and ability to connect. From spaces, activations, and retail to digital environments and communication, the brand is expressed in a coherent, friendly, and contemporary way. An experience that recovers its role as a catalyst for moments, reinforcing its ability to bring people together and consolidating itself as a real, current, and active expression of the lifestyle it has always represented.
The rebranding of Tío Pepe has reactivated the value of one of the most iconic brands in the national landscape, aligning its identity with the cultural and social relevance it has always represented. Through strategic, verbal, and visual redefinition, the brand has regained coherence, consistency, and connection capacity. The result is a stronger, more contemporary brand, prepared for the future, and reinforces its role as a cultural icon with full relevance in the present.